25 Quotes by Theodore Levitt

Creativity is thinking up new things. Innovation is doing new things.

The true purpose of a business is to create and keep a customer, not to make you money.

The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise can keep a company going.

Anything in excess is a poison.

People don’t want quarter-inch drills. They want quarter-inch holes.

Sustained success is largely a matter of focusing regularly on the right things and making a lot of uncelebrated little improvements every day.

Ideas are useless unless used.

Kodak sells film, but they don’t advertise film; they advertise memories.

Ideas are useless unless used. The proof of their value is in their implementation. Until then, they are in limbo.