Doing things Quote by Theodore Levitt
“In spite of the extraordinary outpouring of totally and partially new products and new ways of doing things that we are witnessing today, by far the greatest flow of newness is not innovation at all. Rather, it is imitation.”
About This Quote
Source Speech: Marketing Myths, Theodore Levitt, 1960
Most new products are merely copies of existing ideas, not true breakthroughs.
In simple terms: Many new products are imitations, not innovations.
Key Takeaway
Focus on creating original value, not just variations.
Themes
innovation
imitation
product development
market trends
Mood
critical
analytical
Type
business
strategic
When to use this quote
- product launches
- R&D planning
- competitive analysis
- branding strategies
Key Concepts
diffusion of ideas
creative destruction
strategic differentiation
Questions to Reflect On
- How can you ensure your offering adds genuine novelty?
- What risks arise from relying on imitation?
A Different Perspective
Imitation can be profitable but may erode long‑term brand equity.
