Kodak sells film, but they don't advertise film; they advertise memories. — 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
