“Your Marketing Strategy starts, ends, lives, and dies with your customer.
“So in the development of your Marketing Strategy, it is absolutely imperative that you forget about your dreams, forget about your visions, forget about your interests, forget about what you want–forget about everything but your customer!
“When it comes to marketing, what you want is unimportant.
“It’s what the customer wants that matters.
“And what your customer wants is probably significantly different from what you think he wants.” (p. 218)
“Innovation is the heart of every exceptional business. Innovation continually poses the question: What is standing in the way of my customer getting what he wants from my business?
“For the Innovation to be meaningful it must always take the customer’s point of view. At the same time, Innovation simplifies your business to its critical essentials. It should make things easier for you and your people in the operation of your business; otherwise it’s not Innovation but complication.
“Innovation, then, is the mechanism through which your business identifies itself in the mind of your customer and establishes its individuality. It is the result of a scientifically generated and quantifiably verified profile of your customer’s perceived needs and unconscious expectations.
“It is the skill developed within your business and your people that is constantly asking, ‘What is the best way to do this?’ knowing, even as the question is asked, that we will never discover the best way, but by asking we will assuredly discover a way that’s better than the one we know now.” (p. 121)
“One can crunch numbers and still have a passionate and caring soul. You can still be creative. You just have to be willing to put your creativity and your passions to the test to see if they really work.” (p. 215)
“The rise of statistical thinking does not mean the end of intuition or expertise…Increasingly, decision makers will switch back and forth between their intuitions and data-based decision making. Their intuitions will guide them to ask new questions of the data that non-intuitive number crunchers would miss. And databases will increasingly allow decision makers to test their intuitions–not just once, but on an ongoing basis.” (pp. 195-196)