Judging People Does Not Help Them.

People Need To Know How Their Job Contributes.

It Is Important That An Aim Never Be Defined In Terms Of A Specific Activity Or Method. It Must Always Relate To A Better Life For Everyone.

A Leader Must Have Knowledge. A Leader Must Be Able To Teach.

The Aim Of Leadership Should Be To Improve The Performance Of Man And Machine, To Improve Quality, To Increase Output, And Simultaneously To Bring Pride Of Workmanship To People. Put In A Negative Way, The Aim Of Leadership Is Not Merely To Find And Record Failures Of Men, But To Remove The Causes Of Failure: To Help People To Do A Better Job With Less Effort.

Foremost Is The Principle That The Purpose Of Consumer Research Is To Understand The Customer's Needs And Wishes, And Thus Design Product And Service That Will Provide Better Living For Him In The Future. A Second Principle Is That No One Can Guess The Future Loss Of Business From A Dissatisfied Customer.