The Greatest Losses Are Unknown And Unknowable.

Competition Should Not Be For A Share Of The Market-but To Expand The Market.

Don't Expect Smart People To Listen To You Without Proof.

The Most Basic Problem Is That Performance Appraisals Often Don't Accurately Assess Performance.

It Is Wrong To Suppose That If You Can’t Measure It, You Can’t Manage It – A Costly Myth

One Cannot Be Successful On Visible Figures Alone ... The Most Important Figures That One Needs For Management Are Unknown Or Unknowable, But Successful Management Must Nevertheless Take Account Of Them.