Great Marketers Don't Make Stuff. They Make

Increasingly, There Are Only Two Kinds Of Companies: Brave And Dead.

Change Almost Never Fails Because It's Too Early. It Almost Always Fails Because It's Too Late.

Perfect Can't Possibly Be The Goal, We're Left With Generous, Important And Human Instead.

You Can Raise The Bar Or You Can Wait For Others To Raise It, But It's Getting Raised Regardless.

Traditional Sales And Marketing Involves Increasing Market Shares, Which Means Selling As Much Of Your Product As You Can To As Many Customers As Possible. One-to-one Marketing Involves Driving For A Share Of Customer, Which Means Ensuring That Each Individual Customer Who Buys Your Product Buys More Product, Buys Only Your Brand, And Is Happy Using Your Product Instead Of Another To Solve His Problem. The True, Current Value Of Any One Customer Is A Function Of The Customer's Future Purchases, Across All The Product Lines, Brands, And Services Offered By You.