Theodore Levitt Quotes
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People don't want quarter-inch drills. They want quarter-inch holes.
Creativity is thinking up new things. Innovation is doing new things.
People don’t want to buy a quarter-inch drill. They want to buy a quarter-inch hole!
Experience comes from what we have done. Wisdom comes from what we have done badly.
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.
Ideas are useless unless used. The proof of their value is in their implementation. Until then, they are in limbo.
Kodak sells film, but they don't advertise film; they advertise memories.
The true purpose of a business is to create and keep a customer, not to make you money.
Ideation is not a synonym for innovation, conformity is not its simple antonym, and innovation is not the automatic consequence of "creative thinking.".
Organizations exist to enable ordinary people to do extraordinary things.
Just as energy is the basis of life itself, and ideas the source of innovation, so is innovation the vital spark of all human change, improvement and progress.
Organizations, by their very nature are designed to promote order and routine. They are inhospitable environments for innovation.
What is often lacking is not creativity in the idea-creating sense but innovation in the action-producing sense, i.e. putting ideas to work.
An industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill
Sustained success is largely a matter of focusing regularly on the right things and making a lot of uncelebrated little improvements every day.
A product is not a product unless it sells. Otherwise it is merely a museum piece.
Customers buy 1/4 holes, not 1/4 bits.
You want to dig your well where you have the best chance of finding water with the least amount of digging
Anything in excess is a poison.
Though progress starts with the imagination, only work can make things happen. And work itself works best when fueled, again by the imagination.
One should not focus on the differences between people but look for commonality and similarity.
Nothing drives progress like the imagination. The idea precedes the deed. The only exceptions are accidents and natural selection.
Ideas can be willed, and the imagination is their engine.
Ideas are useless unless used.
Creative people tend to pass the responsibility for getting down to brass tacks to others.