---
title: "20 Customers Quotes By Peter Drucker"
description: "20 Customers quotes by Peter Drucker. Plus more from Peter Drucker and more Customers sayings from other authors."
image: "https://sms4smile.com/quotes/i/0bb/peter-drucker-393_black_when-henry-ford-said-the-customer-can-ha_1131256.png"
---

> [When Henry Ford said, "The customer can have a car in any color as long as it's black," he was not joking.](https://sms4smile.com/quotes/peter-drucker/when-henry-ford-said-the-customer-can-have-a-car-in-any-color-as-long/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/0bb/peter-drucker-393_black_when-henry-ford-said-the-customer-can-ha_1131256.png)

> [The true business of every company is to make and keep customers.](https://sms4smile.com/quotes/peter-drucker/the-true-business-of-every-company-is-to-make-and-keep-customers/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/7a3/peter-drucker-393_business_the-true-business-of-every-company-is-to_1476996.png)

> [Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality.](https://sms4smile.com/quotes/peter-drucker/customers-pay-only-for-what-is-of-use-to-them-and-gives-them-value/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/c97/peter-drucker-393_customer_customers-pay-only-for-what-is-of-use-to_1102539.png)

> [To satisfy the customer is the mission and purpose of every business.](https://sms4smile.com/quotes/peter-drucker/to-satisfy-the-customer-is-the-mission-and-purpose-of-every-business/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/2be/peter-drucker-393_business_to-satisfy-the-customer-is-the-mission-a_2873631.png)

> [The customer rarely buys what the business thinks it sells him.](https://sms4smile.com/quotes/peter-drucker/the-customer-rarely-buys-what-the-business-thinks-it-sells-him/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/adb/peter-drucker-393_business_the-customer-rarely-buys-what-the-busine_1893681.png)

> [Making changes to better appeal to customer is INNOVATION.](https://sms4smile.com/quotes/peter-drucker/making-changes-to-better-appeal-to-customer-is-innovation/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/ef1/peter-drucker-393_appeals_making-changes-to-better-appeal-to-custo_2068518.png)

> [Businesses are not paid to reform customers. They are paid to satisfy customers.](https://sms4smile.com/quotes/peter-drucker/businesses-are-not-paid-to-reform-customers-they-are-paid-to-satisfy/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/a36/peter-drucker-393_business_businesses-are-not-paid-to-reform-custom_869824.png)

> [Business exists to supply goods and services to customers and economic surplus to society, rather than to supply jobs to workers and…](https://sms4smile.com/quotes/peter-drucker/business-exists-to-supply-goods-and-services-to-customers-and/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/56e/peter-drucker-393_business_business-exists-to-supply-goods-and-serv_1632689.png)

> [What the customer buys and considers value is never a product. It is always utility, that is, what a product or a…](https://sms4smile.com/quotes/peter-drucker/what-the-customer-buys-and-considers-value-is-never-a-product-it-is/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/4e1/peter-drucker-393_customers_what-the-customer-buys-and-considers-val_2544054.png)

> [Because its purpose is to create a customer, the business enterprise has two - and only these two — basic functions: marketing…](https://sms4smile.com/quotes/peter-drucker/because-its-purpose-is-to-create-a-customer-the-business-enterprise/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/394/peter-drucker-393_business_because-its-purpose-is-to-create-a-custo_2576325.jpg)

> [What people in business think they know about the customer and market is likely to be more wrong than right...the customer rarely…](https://sms4smile.com/quotes/peter-drucker/what-people-in-business-think-they-know-about-the-customer-and-market/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/28f/peter-drucker-393_business_what-people-in-business-think-they-know_1194922.png)

> [Inside an organization there are only cost centers. The only profit center is a customer whose check has not bounced.](https://sms4smile.com/quotes/peter-drucker/inside-an-organization-there-are-only-cost-centers-the-only-profit/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/2f5/peter-drucker-393_checks_inside-an-organization-there-are-only-co_595127.png)

> [Providing more desirable products, services, and customer experiences is vital to the continued existence of any business. And that is INNOVATION.](https://sms4smile.com/quotes/peter-drucker/providing-more-desirable-products-services-and-customer-experiences/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/7e3/peter-drucker-393_business_providing-more-desirable-products-servic_701598.png)

> [True marketing starts...with the customer, his demographics, his realities, his needs, his values. It does not ask, "What do we want to…](https://sms4smile.com/quotes/peter-drucker/true-marketing-starts-with-the-customer-his-demographics-his/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/845/peter-drucker-393_asks_true-marketing-starts-with-the-customer_249053.jpg)

> [Business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer.](https://sms4smile.com/quotes/peter-drucker/business-enterprise-is-an-organ-of-society-there-is-only-one-valid/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/fda/peter-drucker-393_business_business-enterprise-is-an-organ-of-socie_2607080.png)

> [The single most important thing to remember about any enterprise is that results exist only on the outside.The result of a business…](https://sms4smile.com/quotes/peter-drucker/the-single-most-important-thing-to-remember-about-any-enterprise-is-2/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/7ce/peter-drucker-393_business_the-single-most-important-thing-to-remem_610401.png)

> [Businesses once grew by one of two ways; grass roots up, or by acquisition... Today businesses grow through alliances - all kinds…](https://sms4smile.com/quotes/peter-drucker/businesses-once-grew-by-one-of-two-ways-grass-roots-up-or-by/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/829/peter-drucker-393_acquisition_businesses-once-grew-by-one-of-two-ways_2754435.jpg)

> [Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It…](https://sms4smile.com/quotes/peter-drucker/marketing-is-not-only-much-broader-than-selling-it-is-not-a/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/371/peter-drucker-393_business_marketing-is-not-only-much-broader-than_2394693.png)

> [An institution which is financed by a budget - or which enjoys a monopoly which the customer cannot escape - is rewarded…](https://sms4smile.com/quotes/peter-drucker/an-institution-which-is-financed-by-a-budget-or-which-enjoys-a/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/1c9/peter-drucker-393_budgets_an-institution-which-is-financed-by-a-bu_3013702.png)

> [The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of…](https://sms4smile.com/quotes/peter-drucker/the-single-most-important-thing-to-remember-about-any-enterprise-is/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

[Image](https://sms4smile.com/quotes/i/68a/peter-drucker-393_best-service_the-single-most-important-thing-to-remem_259714.png)

## Other authors on Customers

## More by Peter Drucker

> [One reason for the tremendous increase in health-care costs in the U.S. is managerial neglect of the "hotel services" by the people who dominate…](https://sms4smile.com/quotes/peter-drucker/one-reason-for-the-tremendous-increase-in-health-care-costs-in-the-u/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [No executive has ever suffered because his subordinates were strong and effective.](https://sms4smile.com/quotes/peter-drucker/no-executive-has-ever-suffered-because-his-subordinates-were-strong/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [Results is all that separates one company from another.](https://sms4smile.com/quotes/peter-drucker/results-is-all-that-separates-one-company-from-another/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [“There is nothing so useless as doing efficiently that which should not be done at all. Peter Drucker”](https://sms4smile.com/quotes/peter-drucker/there-is-nothing-so-useless-as-doing-efficiently-that-which-should/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [Our society has become an employee society.](https://sms4smile.com/quotes/peter-drucker/our-society-has-become-an-employee-society/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [Replace your pursuit of success with the pursuit of contribution.](https://sms4smile.com/quotes/peter-drucker/replace-your-pursuit-of-success-with-the-pursuit-of-contribution/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [Management means, in the last analysis, the substitution of thought for brawn and muscle, of knowledge for folkways and superstition, and of cooperation for…](https://sms4smile.com/quotes/peter-drucker/management-means-in-the-last-analysis-the-substitution-of-thought-for/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [Don't try to innovate for the future. Innovate for the present!](https://sms4smile.com/quotes/peter-drucker/don-t-try-to-innovate-for-the-future-innovate-for-the-present/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [The critical question is not "How can I achieve?" but "What can I contribute?"](https://sms4smile.com/quotes/peter-drucker/the-critical-question-is-not-how-can-i-achieve-but-what-can-i/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [We can say with certainty - or 90% probability - that the new industries that are about to be born will have nothing to…](https://sms4smile.com/quotes/peter-drucker/we-can-say-with-certainty-or-90-probability-that-the-new-industries/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [When it rains manna from heaven, some people put up an umbrella. Others reach for a big spoon.](https://sms4smile.com/quotes/peter-drucker/when-it-rains-manna-from-heaven-some-people-put-up-an-umbrella-others/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [The enterprise can fulfill its human and social functions only if it prospers as a business.](https://sms4smile.com/quotes/peter-drucker/the-enterprise-can-fulfill-its-human-and-social-functions-only-if-it/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [The computer actually may have aggravated management's degenerative tendency to focus inward on costs.](https://sms4smile.com/quotes/peter-drucker/the-computer-actually-may-have-aggravated-management-s-degenerative/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [Nobody can predict the future; the idea is to have a firm grasp of the present.](https://sms4smile.com/quotes/peter-drucker/nobody-can-predict-the-future-the-idea-is-to-have-a-firm-grasp-of-the/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

> [An executive should be a realist; and no one is less realistic than the cynic.](https://sms4smile.com/quotes/peter-drucker/an-executive-should-be-a-realist-and-no-one-is-less-realistic-than/)

[Peter Drucker](https://sms4smile.com/quotes/author/peter-drucker/)

```json
{
    "@context": "https://schema.org",
    "@graph": [
        {
            "@type": "ItemList",
            "@id": "https://sms4smile.com/quotes/about/customers/peter-drucker/#itemlist",
            "name": "20 Customers Quotes By Peter Drucker",
            "numberOfItems": 20,
            "itemListElement": [
                {
                    "@type": "ListItem",
                    "position": 1,
                    "item": {
                        "@type": "Quotation",
                        "text": "When Henry Ford said, \"The customer can have a car in any color as long as it's black,\" he was not joking.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/when-henry-ford-said-the-customer-can-have-a-car-in-any-color-as-long/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/0bb/peter-drucker-393_black_when-henry-ford-said-the-customer-can-ha_1131256.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/0bb/peter-drucker-393_black_when-henry-ford-said-the-customer-can-ha_1131256.png",
                            "url": "https://sms4smile.com/quotes/i/0bb/peter-drucker-393_black_when-henry-ford-said-the-customer-can-ha_1131256.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“When Henry Ford said, \"The customer can have a car in any color as long as it's black,\" he was not joking.” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 2,
                    "item": {
                        "@type": "Quotation",
                        "text": "The true business of every company is to make and keep customers.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/the-true-business-of-every-company-is-to-make-and-keep-customers/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/7a3/peter-drucker-393_business_the-true-business-of-every-company-is-to_1476996.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/7a3/peter-drucker-393_business_the-true-business-of-every-company-is-to_1476996.png",
                            "url": "https://sms4smile.com/quotes/i/7a3/peter-drucker-393_business_the-true-business-of-every-company-is-to_1476996.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“The true business of every company is to make and keep customers.” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 3,
                    "item": {
                        "@type": "Quotation",
                        "text": "Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/customers-pay-only-for-what-is-of-use-to-them-and-gives-them-value/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/c97/peter-drucker-393_customer_customers-pay-only-for-what-is-of-use-to_1102539.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/c97/peter-drucker-393_customer_customers-pay-only-for-what-is-of-use-to_1102539.png",
                            "url": "https://sms4smile.com/quotes/i/c97/peter-drucker-393_customer_customers-pay-only-for-what-is-of-use-to_1102539.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality.” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 4,
                    "item": {
                        "@type": "Quotation",
                        "text": "To satisfy the customer is the mission and purpose of every business.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/to-satisfy-the-customer-is-the-mission-and-purpose-of-every-business/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/2be/peter-drucker-393_business_to-satisfy-the-customer-is-the-mission-a_2873631.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/2be/peter-drucker-393_business_to-satisfy-the-customer-is-the-mission-a_2873631.png",
                            "url": "https://sms4smile.com/quotes/i/2be/peter-drucker-393_business_to-satisfy-the-customer-is-the-mission-a_2873631.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“To satisfy the customer is the mission and purpose of every business.” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 5,
                    "item": {
                        "@type": "Quotation",
                        "text": "The customer rarely buys what the business thinks it sells him.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/the-customer-rarely-buys-what-the-business-thinks-it-sells-him/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/adb/peter-drucker-393_business_the-customer-rarely-buys-what-the-busine_1893681.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/adb/peter-drucker-393_business_the-customer-rarely-buys-what-the-busine_1893681.png",
                            "url": "https://sms4smile.com/quotes/i/adb/peter-drucker-393_business_the-customer-rarely-buys-what-the-busine_1893681.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“The customer rarely buys what the business thinks it sells him.” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 6,
                    "item": {
                        "@type": "Quotation",
                        "text": "Making changes to better appeal to customer is INNOVATION.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/making-changes-to-better-appeal-to-customer-is-innovation/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/ef1/peter-drucker-393_appeals_making-changes-to-better-appeal-to-custo_2068518.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/ef1/peter-drucker-393_appeals_making-changes-to-better-appeal-to-custo_2068518.png",
                            "url": "https://sms4smile.com/quotes/i/ef1/peter-drucker-393_appeals_making-changes-to-better-appeal-to-custo_2068518.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Making changes to better appeal to customer is INNOVATION.” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 7,
                    "item": {
                        "@type": "Quotation",
                        "text": "Businesses are not paid to reform customers. They are paid to satisfy customers.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/businesses-are-not-paid-to-reform-customers-they-are-paid-to-satisfy/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/a36/peter-drucker-393_business_businesses-are-not-paid-to-reform-custom_869824.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/a36/peter-drucker-393_business_businesses-are-not-paid-to-reform-custom_869824.png",
                            "url": "https://sms4smile.com/quotes/i/a36/peter-drucker-393_business_businesses-are-not-paid-to-reform-custom_869824.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Businesses are not paid to reform customers. They are paid to satisfy customers.” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 8,
                    "item": {
                        "@type": "Quotation",
                        "text": "Business exists to supply goods and services to customers and economic surplus to society, rather than to supply jobs to workers and managers or even dividends to shareholders.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/business-exists-to-supply-goods-and-services-to-customers-and/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/56e/peter-drucker-393_business_business-exists-to-supply-goods-and-serv_1632689.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/56e/peter-drucker-393_business_business-exists-to-supply-goods-and-serv_1632689.png",
                            "url": "https://sms4smile.com/quotes/i/56e/peter-drucker-393_business_business-exists-to-supply-goods-and-serv_1632689.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Business exists to supply goods and services to customers and economic surplus to society, rather than to…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 9,
                    "item": {
                        "@type": "Quotation",
                        "text": "What the customer buys and considers value is never a product. It is always utility, that is, what a product or a service does for the customer.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/what-the-customer-buys-and-considers-value-is-never-a-product-it-is/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/4e1/peter-drucker-393_customers_what-the-customer-buys-and-considers-val_2544054.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/4e1/peter-drucker-393_customers_what-the-customer-buys-and-considers-val_2544054.png",
                            "url": "https://sms4smile.com/quotes/i/4e1/peter-drucker-393_customers_what-the-customer-buys-and-considers-val_2544054.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“What the customer buys and considers value is never a product. It is always utility, that is, what a product…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 10,
                    "item": {
                        "@type": "Quotation",
                        "text": "Because its purpose is to create a customer, the business enterprise has two - and only these two — basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are 'costs'.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/because-its-purpose-is-to-create-a-customer-the-business-enterprise/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/394/peter-drucker-393_business_because-its-purpose-is-to-create-a-custo_2576325.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/394/peter-drucker-393_business_because-its-purpose-is-to-create-a-custo_2576325.jpg",
                            "url": "https://sms4smile.com/quotes/i/394/peter-drucker-393_business_because-its-purpose-is-to-create-a-custo_2576325.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Because its purpose is to create a customer, the business enterprise has two - and only these two — basic…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 11,
                    "item": {
                        "@type": "Quotation",
                        "text": "What people in business think they know about the customer and market is likely to be more wrong than right...the customer rarely buys what the business thinks it sells him.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/what-people-in-business-think-they-know-about-the-customer-and-market/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/28f/peter-drucker-393_business_what-people-in-business-think-they-know_1194922.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/28f/peter-drucker-393_business_what-people-in-business-think-they-know_1194922.png",
                            "url": "https://sms4smile.com/quotes/i/28f/peter-drucker-393_business_what-people-in-business-think-they-know_1194922.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“What people in business think they know about the customer and market is likely to be more wrong than…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 12,
                    "item": {
                        "@type": "Quotation",
                        "text": "Inside an organization there are only cost centers. The only profit center is a customer whose check has not bounced.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/inside-an-organization-there-are-only-cost-centers-the-only-profit/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/2f5/peter-drucker-393_checks_inside-an-organization-there-are-only-co_595127.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/2f5/peter-drucker-393_checks_inside-an-organization-there-are-only-co_595127.png",
                            "url": "https://sms4smile.com/quotes/i/2f5/peter-drucker-393_checks_inside-an-organization-there-are-only-co_595127.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Inside an organization there are only cost centers. The only profit center is a customer whose check has not…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 13,
                    "item": {
                        "@type": "Quotation",
                        "text": "Providing more desirable products, services, and customer experiences is vital to the continued existence of any business. And that is INNOVATION.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/providing-more-desirable-products-services-and-customer-experiences/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/7e3/peter-drucker-393_business_providing-more-desirable-products-servic_701598.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/7e3/peter-drucker-393_business_providing-more-desirable-products-servic_701598.png",
                            "url": "https://sms4smile.com/quotes/i/7e3/peter-drucker-393_business_providing-more-desirable-products-servic_701598.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Providing more desirable products, services, and customer experiences is vital to the continued existence of…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 14,
                    "item": {
                        "@type": "Quotation",
                        "text": "True marketing starts...with the customer, his demographics, his realities, his needs, his values. It does not ask, \"What do we want to sell?\" It asks, \"What does the customer want to buy?\"",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/true-marketing-starts-with-the-customer-his-demographics-his/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/845/peter-drucker-393_asks_true-marketing-starts-with-the-customer_249053.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/845/peter-drucker-393_asks_true-marketing-starts-with-the-customer_249053.jpg",
                            "url": "https://sms4smile.com/quotes/i/845/peter-drucker-393_asks_true-marketing-starts-with-the-customer_249053.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“True marketing starts...with the customer, his demographics, his realities, his needs, his values. It does…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 15,
                    "item": {
                        "@type": "Quotation",
                        "text": "Business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/business-enterprise-is-an-organ-of-society-there-is-only-one-valid/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/fda/peter-drucker-393_business_business-enterprise-is-an-organ-of-socie_2607080.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/fda/peter-drucker-393_business_business-enterprise-is-an-organ-of-socie_2607080.png",
                            "url": "https://sms4smile.com/quotes/i/fda/peter-drucker-393_business_business-enterprise-is-an-organ-of-socie_2607080.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Business enterprise is an organ of society. There is only one valid definition of business purpose: to…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 16,
                    "item": {
                        "@type": "Quotation",
                        "text": "The single most important thing to remember about any enterprise is that results exist only on the outside.The result of a business is a satisfied customer. The result of a hospital is a satisfied patient. The result of a school is a student who has learned something and puts it to work ten years later. Inside an enterprise there are only costs.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/the-single-most-important-thing-to-remember-about-any-enterprise-is-2/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/7ce/peter-drucker-393_business_the-single-most-important-thing-to-remem_610401.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/7ce/peter-drucker-393_business_the-single-most-important-thing-to-remem_610401.png",
                            "url": "https://sms4smile.com/quotes/i/7ce/peter-drucker-393_business_the-single-most-important-thing-to-remem_610401.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“The single most important thing to remember about any enterprise is that results exist only on the…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 17,
                    "item": {
                        "@type": "Quotation",
                        "text": "Businesses once grew by one of two ways; grass roots up, or by acquisition... Today businesses grow through alliances - all kinds of dangerous alliances. Joint ventures and customer partnerings which, by the way, very few people understand.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/businesses-once-grew-by-one-of-two-ways-grass-roots-up-or-by/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/829/peter-drucker-393_acquisition_businesses-once-grew-by-one-of-two-ways_2754435.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/829/peter-drucker-393_acquisition_businesses-once-grew-by-one-of-two-ways_2754435.jpg",
                            "url": "https://sms4smile.com/quotes/i/829/peter-drucker-393_acquisition_businesses-once-grew-by-one-of-two-ways_2754435.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Businesses once grew by one of two ways; grass roots up, or by acquisition... Today businesses grow through…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 18,
                    "item": {
                        "@type": "Quotation",
                        "text": "Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer's point of view.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/marketing-is-not-only-much-broader-than-selling-it-is-not-a/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/371/peter-drucker-393_business_marketing-is-not-only-much-broader-than_2394693.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/371/peter-drucker-393_business_marketing-is-not-only-much-broader-than_2394693.png",
                            "url": "https://sms4smile.com/quotes/i/371/peter-drucker-393_business_marketing-is-not-only-much-broader-than_2394693.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 19,
                    "item": {
                        "@type": "Quotation",
                        "text": "An institution which is financed by a budget - or which enjoys a monopoly which the customer cannot escape - is rewarded for what it deserves rather than what it earns. It is paid for 'good intentions' and 'programs'. It is paid for not alienating important constituents rather than satisfying any one group. It is misdirected by the way it is being paid into defining performance and results as what will produce the budget rather than as what will produce contribution.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/an-institution-which-is-financed-by-a-budget-or-which-enjoys-a/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/1c9/peter-drucker-393_budgets_an-institution-which-is-financed-by-a-bu_3013702.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/1c9/peter-drucker-393_budgets_an-institution-which-is-financed-by-a-bu_3013702.png",
                            "url": "https://sms4smile.com/quotes/i/1c9/peter-drucker-393_budgets_an-institution-which-is-financed-by-a-bu_3013702.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“An institution which is financed by a budget - or which enjoys a monopoly which the customer cannot escape…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 20,
                    "item": {
                        "@type": "Quotation",
                        "text": "The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer.",
                        "creator": {
                            "@type": "Person",
                            "name": "Peter Drucker"
                        },
                        "url": "https://sms4smile.com/quotes/peter-drucker/the-single-most-important-thing-to-remember-about-any-enterprise-is/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/68a/peter-drucker-393_best-service_the-single-most-important-thing-to-remem_259714.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/68a/peter-drucker-393_best-service_the-single-most-important-thing-to-remem_259714.png",
                            "url": "https://sms4smile.com/quotes/i/68a/peter-drucker-393_best-service_the-single-most-important-thing-to-remem_259714.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“The single most important thing to remember about any enterprise is that there are no results inside its…” — Peter Drucker",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                }
            ]
        },
        {
            "@type": "CollectionPage",
            "@id": "https://sms4smile.com/quotes/about/customers/peter-drucker/#webpage",
            "url": "https://sms4smile.com/quotes/about/customers/peter-drucker/",
            "name": "Customers Quotes by Peter Drucker",
            "isPartOf": {
                "@id": "https://sms4smile.com/quotes/#website"
            },
            "mainEntity": {
                "@id": "https://sms4smile.com/quotes/about/customers/peter-drucker/#itemlist"
            },
            "primaryImageOfPage": {
                "@id": "https://sms4smile.com/quotes/i/0bb/peter-drucker-393_black_when-henry-ford-said-the-customer-can-ha_1131256.png"
            },
            "description": "20 Customers quotes by Peter Drucker. Plus more from Peter Drucker and more Customers sayings from other authors.",
            "breadcrumb": {
                "@id": "https://sms4smile.com/quotes/about/customers/peter-drucker/#breadcrumb"
            }
        },
        {
            "@type": "BreadcrumbList",
            "@id": "https://sms4smile.com/quotes/about/customers/peter-drucker/#breadcrumb",
            "itemListElement": [
                {
                    "@type": "ListItem",
                    "position": 1,
                    "name": "Home",
                    "item": "https://sms4smile.com/"
                },
                {
                    "@type": "ListItem",
                    "position": 2,
                    "name": "Quotes",
                    "item": "https://sms4smile.com/quotes/"
                },
                {
                    "@type": "ListItem",
                    "position": 3,
                    "name": "Topics",
                    "item": "https://sms4smile.com/quotes/categories/"
                },
                {
                    "@type": "ListItem",
                    "position": 4,
                    "name": "Customers",
                    "item": "https://sms4smile.com/quotes/about/customers/"
                },
                {
                    "@type": "ListItem",
                    "position": 5,
                    "name": "Peter Drucker",
                    "item": "https://sms4smile.com/quotes/about/customers/peter-drucker/"
                }
            ]
        },
        {
            "@type": "WebSite",
            "@id": "https://sms4smile.com/quotes/#website",
            "name": "SMS4Smile Quotes",
            "url": "https://sms4smile.com/quotes/",
            "publisher": {
                "@id": "https://sms4smile.com/quotes/#organization"
            }
        },
        {
            "@type": "Organization",
            "@id": "https://sms4smile.com/quotes/#organization",
            "name": "SMS4Smile Quotes",
            "url": "https://sms4smile.com/quotes/",
            "logo": {
                "@type": "ImageObject",
                "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png",
                "width": 512,
                "height": 512
            }
        }
    ]
}
```