The Questions Are More Important Than The

The Process Is Not Just The Sum Of Its Parts.

Management Is Prediction.

Stamping Out Fires Is A Lot Of Fun, But It Is Only Putting Things Back The Way They Were.

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.

Judging People Does Not Help Them.