The Customer Invents Nothing. New Products And

Our Prevailing System Of Management Has Destroyed Our People. People Are Born With Intrinsic Motivation, Self-respect, Dignity, Curiosity To Learn, Joy In Learning. The Forces Of Destruction Begin With Toddlers - A Prize For The Best Halloween Costume, Grades In School, Gold Stars - And On Up Through The University. On The Job People, Teams, And Divisions Are Ranked, Reward For The Top, Punishment For The Bottom. Management By Objectives, Quotas, Incentive Pay, Business Plans, Put Together Separately, Division By Division, Cause Further Loss, Unknown And Unknowable.

Foremost Is The Principle That The Purpose Of Consumer Research Is To Understand The Customer's Needs And Wishes, And Thus Design Product And Service That Will Provide Better Living For Him In The Future. A Second Principle Is That No One Can Guess The Future Loss Of Business From A Dissatisfied Customer.

The Questions Are More Important Than The Answers.

The Greatest Losses Are Unknown And Unknowable.

The Ultimate Purpose Of Collecting The Data Is To Provide A Basis For Action Or A Recommendation.