“To The Technician, the customer is always the problem. Because the customer never seems to want what The Technician has to offer at the price at which he offers it.
“To The Entrepreneur, however, the customer is always an opportunity. Because The Entrepreneur knows that within the customer is a continuing parade of changing wants begging to be satisfied. All The Entrepreneur has to do is find out what those wants are and what they will be in the future.
“As a result, the world is a continuing surprise, a treasure hunt to The Entrepreneur.”
“To The Technician, however, the world is a place that never seems to let him do what he wants to do; it rarely applauds his efforts; it rarely appreciates his work; it rarely, if ever, appreciates him. To The Technician, the world always wants something he knows know how to give it.” (p. 74-5)