Two Basic Rules Of Life Are: 1)

Mere Allocation Of Huge Sums Of Money For Quality Will Not Bring Quality.

It Is Important That An Aim Never Be Defined In Terms Of Activity Or Methods. It Must Always Relate Directly To How Life Is Better For Everyone. . . . The Aim Of The System Must Be Clear To Everyone In The System. The Aim Must Include Plans For The Future. The Aim Is A Value Judgment.

A Leader Must Have Knowledge. A Leader Must Be Able To Teach.

It Is Important That An Aim Never Be Defined In Terms Of A Specific Activity Or Method. It Must Always Relate To A Better Life For Everyone.

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.