The trouble with much of the advice business is getting today about the need to be more vigorously creative is, essentially, that its advocates have generally failed to distinguish between the relatively easy process of being creative in the abstract… — Theodore Levitt Copy Share Image
Ideation is not a synonym for innovation, conformity is not its simple antonym, and innovation is not the automatic consequence of "creative thinking.". — Theodore Levitt Copy Share Image
The true purpose of a business is to create and keep a customer, not to make you money. — Theodore Levitt Copy Share Image
An industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill — Theodore Levitt Copy Share Image
A powerful force drives the world toward a converging commonality, and that force is technology. … Almost everyone everywhere wants all the things they… — Theodore Levitt Copy Share Image
People don't want quarter-inch drills. They want quarter-inch holes. — Theodore Levitt Copy Share Image
Organizations, by their very nature are designed to promote order and routine. They are inhospitable environments for innovation. — Theodore Levitt Copy Share Image
The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise… — Theodore Levitt Copy Share Image
Experience comes from what we have done. Wisdom comes from what we have done badly. — Theodore Levitt Copy Share Image
Creativity is thinking up new things. Innovation is doing new things. — Theodore Levitt Copy Share Image
A product is not a product unless it sells. Otherwise it is merely a museum piece. — Theodore Levitt Copy Share Image
