---
title: "34 Theodore Levitt Quotes - Famous Economist (The marketing mode)"
description: "Theodore Levitt was a German-born American economist and a professor at the Harvard Business School. He was editor of the Harvard Business Review, noted..."
image: "https://sms4smile.com/quotes/wp-content/uploads/sms4s/authors/processed/b023/author-theodore-levitt-90069.jpg"
---

![Portrait of Theodore Levitt](https://sms4smile.com/quotes/wp-content/uploads/sms4s/authors/processed/b023/author-theodore-levitt-90069.jpg)

# Theodore Levitt

(1925–2006)   Economist

 **34** quotes in **204** categories

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Theodore Levitt was an economist, best known for *The marketing mode*.

## Quick Facts About Theodore Levitt

Born March 1, 1925

Died June 28, 2006

Profession Economist

Notable works The marketing mode

## About Theodore Levitt

Theodore Levitt was a German-born American economist and a professor at the Harvard Business School. He was editor of the Harvard Business Review, noted for increasing the Review's circulation and popularizing the term globalization. In 1983, he proposed a definition for corporate purpose: "Rather than merely making money, it is to create and keep a customer".

##  Quotes by Theodore Levitt

> [Anything in excess is a poison.](https://sms4smile.com/quotes/theodore-levitt/anything-in-excess-is-a-poison/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Excess](https://sms4smile.com/quotes/about/excess/)

[Image](https://sms4smile.com/quotes/i/582/theodore-levitt-18792_excess_anything-in-excess-is-a-poison-1544621_1544621.jpg)

> [Customers buy 1/4 holes, not 1/4 bits.](https://sms4smile.com/quotes/theodore-levitt/customers-buy-1-4-holes-not-1-4-bits/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Bits](https://sms4smile.com/quotes/about/bits/)

[Image](https://sms4smile.com/quotes/i/388/theodore-levitt-18792_bits_customers-buy-1-4-holes-not-1-4-bits-241_2417182.jpg)

> [Ideas are useless unless used.](https://sms4smile.com/quotes/theodore-levitt/ideas-are-useless-unless-used/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Creativity](https://sms4smile.com/quotes/about/creativity/)

[Image](https://sms4smile.com/quotes/i/ccc/theodore-levitt-18792_creativity_ideas-are-useless-unless-used-1067461_1067461.jpg)

> [Ideas can be willed, and the imagination is their engine.](https://sms4smile.com/quotes/theodore-levitt/ideas-can-be-willed-and-the-imagination-is-their-engine/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Engines](https://sms4smile.com/quotes/about/engines/)

[Image](https://sms4smile.com/quotes/i/3c5/theodore-levitt-18792_engines_ideas-can-be-willed-and-the-imagination_1970598.jpg)

> [Creative people tend to pass the responsibility for getting down to brass tacks to others.](https://sms4smile.com/quotes/theodore-levitt/creative-people-tend-to-pass-the-responsibility-for-getting-down-to/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Brass](https://sms4smile.com/quotes/about/brass/)

[Image](https://sms4smile.com/quotes/i/1b2/theodore-levitt-18792_brass_creative-people-tend-to-pass-the-respons_3062805.jpg)

> [One should not focus on the differences between people but look for commonality and similarity.](https://sms4smile.com/quotes/theodore-levitt/one-should-not-focus-on-the-differences-between-people-but-look-for/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Alike](https://sms4smile.com/quotes/about/alike/)

[Image](https://sms4smile.com/quotes/i/6ed/theodore-levitt-18792_alike_one-should-not-focus-on-the-differences_3026481.jpg)

> [Kodak sells film, but they don't advertise film; they advertise memories.](https://sms4smile.com/quotes/theodore-levitt/kodak-sells-film-but-they-don-t-advertise-film-they-advertise-memories/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Cinema](https://sms4smile.com/quotes/about/cinema/)

[Image](https://sms4smile.com/quotes/i/85f/theodore-levitt-18792_cinema_kodak-sells-film-but-they-don-t-advertis_1891089.jpg)

> [Ideas are useless unless used. The proof of their value is in their implementation. Until then, they are in limbo.](https://sms4smile.com/quotes/theodore-levitt/ideas-are-useless-unless-used-the-proof-of-their-value-is-in-their/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Action](https://sms4smile.com/quotes/about/action/)

[Image](https://sms4smile.com/quotes/i/657/theodore-levitt-18792_action_ideas-are-useless-unless-used-the-proof_1979949.jpg)

> [The true purpose of a business is to create and keep a customer, not to make you money.](https://sms4smile.com/quotes/theodore-levitt/the-true-purpose-of-a-business-is-to-create-and-keep-a-customer-not/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Business](https://sms4smile.com/quotes/about/business/)

[Image](https://sms4smile.com/quotes/i/ba6/theodore-levitt-18792_business_the-true-purpose-of-a-business-is-to-cre_111639.jpg)

> [A product is not a product unless it sells. Otherwise it is merely a museum piece.](https://sms4smile.com/quotes/theodore-levitt/a-product-is-not-a-product-unless-it-sells-otherwise-it-is-merely-a/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Museums](https://sms4smile.com/quotes/about/museums/)

[Image](https://sms4smile.com/quotes/i/15c/theodore-levitt-18792_museums_a-product-is-not-a-product-unless-it-sel_869683.jpg)

> [An industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill](https://sms4smile.com/quotes/theodore-levitt/an-industry-begins-with-the-customer-and-his-or-her-needs-not-with-a/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Customer](https://sms4smile.com/quotes/about/customer/)

[Image](https://sms4smile.com/quotes/i/fe6/theodore-levitt-18792_customer_an-industry-begins-with-the-customer-and_136990.jpg)

> [Creativity is thinking up new things. Innovation is doing new things.](https://sms4smile.com/quotes/theodore-levitt/creativity-is-thinking-up-new-things-innovation-is-doing-new-things/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Change](https://sms4smile.com/quotes/about/change/)

[Image](https://sms4smile.com/quotes/i/837/theodore-levitt-18792_change_creativity-is-thinking-up-new-things-inn_815407.jpg)

> [A powerful force drives the world toward a converging commonality, and that force is technology. … Almost everyone everywhere wants all the…](https://sms4smile.com/quotes/theodore-levitt/a-powerful-force-drives-the-world-toward-a-converging-commonality-and/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Commonality](https://sms4smile.com/quotes/about/commonality/)

[Image](https://sms4smile.com/quotes/i/591/theodore-levitt-18792_commonality_a-powerful-force-drives-the-world-toward_226354.jpg)

> [A powerful new idea can kick around unused in a company for years, not because its merits are not recognized, but because…](https://sms4smile.com/quotes/theodore-levitt/a-powerful-new-idea-can-kick-around-unused-in-a-company-for-years-not/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Action](https://sms4smile.com/quotes/about/action/)

[Image](https://sms4smile.com/quotes/i/245/theodore-levitt-18792_action_a-powerful-new-idea-can-kick-around-unus_1132087.jpg)

> [The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or…](https://sms4smile.com/quotes/theodore-levitt/the-purpose-of-a-business-is-to-get-and-keep-a-customer-without/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Business](https://sms4smile.com/quotes/about/business/)

[Image](https://sms4smile.com/quotes/i/837/theodore-levitt-18792_business_the-purpose-of-a-business-is-to-get-and_732940.jpg)

> [All organizations are hierarchical. At each level people serve under those above them. An organization is therefore a structured institution. If it…](https://sms4smile.com/quotes/theodore-levitt/all-organizations-are-hierarchical-at-each-level-people-serve-under/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Done](https://sms4smile.com/quotes/about/done/)

[Image](https://sms4smile.com/quotes/i/4e7/theodore-levitt-18792_done_all-organizations-are-hierarchical-at-ea_2181957.jpg)

> [Nothing drives progress like the imagination. The idea precedes the deed. The only exceptions are accidents and natural selection.](https://sms4smile.com/quotes/theodore-levitt/nothing-drives-progress-like-the-imagination-the-idea-precedes-the/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Accidents](https://sms4smile.com/quotes/about/accidents/)

[Image](https://sms4smile.com/quotes/i/1f5/theodore-levitt-18792_accidents_nothing-drives-progress-like-the-imagina_2255989.jpg)

> [Organizations, by their very nature are designed to promote order and routine. They are inhospitable environments for innovation.](https://sms4smile.com/quotes/theodore-levitt/organizations-by-their-very-nature-are-designed-to-promote-order-and/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Business innovation](https://sms4smile.com/quotes/about/business-innovation/)

[Image](https://sms4smile.com/quotes/i/d2b/theodore-levitt-18792_business-innovation_organizations-by-their-very-nature-are-d_404982.jpg)

> [Sustained success is largely a matter of focusing regularly on the right things and making a lot of uncelebrated little improvements every…](https://sms4smile.com/quotes/theodore-levitt/sustained-success-is-largely-a-matter-of-focusing-regularly-on-the/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Every day](https://sms4smile.com/quotes/about/every-day/)

[Image](https://sms4smile.com/quotes/i/0ee/theodore-levitt-18792_every-day_sustained-success-is-largely-a-matter-of_2150166.jpg)

> [Though progress starts with the imagination, only work can make things happen. And work itself works best when fueled, again by the…](https://sms4smile.com/quotes/theodore-levitt/though-progress-starts-with-the-imagination-only-work-can-make-things/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Happens](https://sms4smile.com/quotes/about/happens/)

[Image](https://sms4smile.com/quotes/i/4dc/theodore-levitt-18792_happens_though-progress-starts-with-the-imaginat_1309786.jpg)

> [Every major industry was once a growth industry. But some that are now riding a wave of growth enthusiasm are very much…](https://sms4smile.com/quotes/theodore-levitt/every-major-industry-was-once-a-growth-industry-but-some-that-are-now/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Cases](https://sms4smile.com/quotes/about/cases/)

[Image](https://sms4smile.com/quotes/i/225/theodore-levitt-18792_cases_every-major-industry-was-once-a-growth-i_1795444.jpg)

> [The trouble with much of the advice business is getting today about the need to be more vigorously creative is, essentially, that…](https://sms4smile.com/quotes/theodore-levitt/the-trouble-with-much-of-the-advice-business-is-getting-today-about/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Abstract](https://sms4smile.com/quotes/about/abstract/)

[Image](https://sms4smile.com/quotes/i/932/theodore-levitt-18792_abstract_the-trouble-with-much-of-the-advice-busi_2602352.jpg)

> [Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned…](https://sms4smile.com/quotes/theodore-levitt/selling-concerns-itself-with-the-tricks-and-techniques-of-getting/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Cash](https://sms4smile.com/quotes/about/cash/)

[Image](https://sms4smile.com/quotes/i/520/theodore-levitt-18792_cash_selling-concerns-itself-with-the-tricks_1256819.jpg)

> [The oil industry is a stunning example of how science, technology, and mass production can divert an entire group of companies from…](https://sms4smile.com/quotes/theodore-levitt/the-oil-industry-is-a-stunning-example-of-how-science-technology-and/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Areas](https://sms4smile.com/quotes/about/areas/)

[Image](https://sms4smile.com/quotes/i/416/theodore-levitt-18792_areas_the-oil-industry-is-a-stunning-example-o_2818088.jpg)

> [Organizations exist to enable ordinary people to do extraordinary things.](https://sms4smile.com/quotes/theodore-levitt/organizations-exist-to-enable-ordinary-people-to-do-extraordinary/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Business](https://sms4smile.com/quotes/about/business/)

[Image](https://sms4smile.com/quotes/i/784/theodore-levitt-18792_business_organizations-exist-to-enable-ordinary-p_1198384.jpg)

> [A consistently highly creative person is generally irresponsible.](https://sms4smile.com/quotes/theodore-levitt/a-consistently-highly-creative-person-is-generally-irresponsible/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Be creative](https://sms4smile.com/quotes/about/be-creative/)

[Image](https://sms4smile.com/quotes/i/08f/theodore-levitt-18792_be-creative_a-consistently-highly-creative-person-is_155507.jpg)

> [Experience comes from what we have done. Wisdom comes from what we have done badly.](https://sms4smile.com/quotes/theodore-levitt/experience-comes-from-what-we-have-done-wisdom-comes-from-what-we/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Done](https://sms4smile.com/quotes/about/done/)

[Image](https://sms4smile.com/quotes/i/2c4/theodore-levitt-18792_done_experience-comes-from-what-we-have-done_766170.jpg)

> [People don’t want to buy a quarter-inch drill. They want to buy a quarter-inch hole!](https://sms4smile.com/quotes/theodore-levitt/people-don-t-want-to-buy-a-quarter-inch-drill-they-want-to-buy-a/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Drill](https://sms4smile.com/quotes/about/drill/)

[Image](https://sms4smile.com/quotes/i/956/theodore-levitt-18792_drills_people-don-t-want-to-buy-a-quarter-inch_2033992.jpg)

> [People don't want quarter-inch drills. They want quarter-inch holes.](https://sms4smile.com/quotes/theodore-levitt/people-don-t-want-quarter-inch-drills-they-want-quarter-inch-holes/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Deep thought](https://sms4smile.com/quotes/about/deep-thought/)

[Image](https://sms4smile.com/quotes/i/dc8/theodore-levitt-18792_deep-thought_people-don-t-want-quarter-inch-drills-th_373921.jpg)

> [You want to dig your well where you have the best chance of finding water with the least amount of digging](https://sms4smile.com/quotes/theodore-levitt/you-want-to-dig-your-well-where-you-have-the-best-chance-of-finding/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Amount](https://sms4smile.com/quotes/about/amount/)

[Image](https://sms4smile.com/quotes/i/09e/theodore-levitt-18792_amount_you-want-to-dig-your-well-where-you-have_3223437.jpg)

> [What is often lacking is not creativity in the idea-creating sense but innovation in the action-producing sense, i.e. putting ideas to work.](https://sms4smile.com/quotes/theodore-levitt/what-is-often-lacking-is-not-creativity-in-the-idea-creating-sense/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Action](https://sms4smile.com/quotes/about/action/)

[Image](https://sms4smile.com/quotes/i/08a/theodore-levitt-18792_action_what-is-often-lacking-is-not-creativity_1262537.jpg)

> [In spite of the extraordinary outpouring of totally and partially new products and new ways of doing things that we are witnessing…](https://sms4smile.com/quotes/theodore-levitt/in-spite-of-the-extraordinary-outpouring-of-totally-and-partially-new/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Doing things](https://sms4smile.com/quotes/about/doing-things/)

[Image](https://sms4smile.com/quotes/i/d82/theodore-levitt-18792_doing-things_in-spite-of-the-extraordinary-outpouring_2868662.jpg)

> [Ideation is not a synonym for innovation, conformity is not its simple antonym, and innovation is not the automatic consequence of "creative…](https://sms4smile.com/quotes/theodore-levitt/ideation-is-not-a-synonym-for-innovation-conformity-is-not-its-simple/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Conformity](https://sms4smile.com/quotes/about/conformity/)

[Image](https://sms4smile.com/quotes/i/6fb/theodore-levitt-18792_conformity_ideation-is-not-a-synonym-for-innovation_14524.jpg)

> [The fact that a consistendy highly creative person is generally irresponsible in the sense that we have used this term is in…](https://sms4smile.com/quotes/theodore-levitt/the-fact-that-a-consistendy-highly-creative-person-is-generally/)

[Theodore Levitt](https://sms4smile.com/quotes/author/theodore-levitt/)

[Be creative](https://sms4smile.com/quotes/about/be-creative/)

[Image](https://sms4smile.com/quotes/i/104/theodore-levitt-18792_be-creative_the-fact-that-a-consistendy-highly-creat_1357484.jpg)

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                "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png",
                "width": 512,
                "height": 512
            }
        }
    ]
}
```