Once The Facts Are Clear The Decisions

A Business Enterprise Must Continue Beyond The Lifetime Of The Individual Or Of The Generation To Be Capable Of Producing Its Contributions To Economy And To Society.

The Critical Question Is Not "how Can I Achieve?" But "what Can I Contribute?"

Objectives Are Not Fate; They Are Direction. They Are Not Commands; They Are Commitments. They Do Not Determine The Future; They Are A Means To Mobilize Resources And Energies Of The Business For The Making Of The Future.

Decisions Exist Only In The Present.

What People In Business Think They Know About The Customer And Market Is Likely To Be More Wrong Than Right...the Customer Rarely Buys What The Business Thinks It Sells Him.