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The market standing to aim at is not the maximum but the optimum.

There are essentially three kinds of innovation in every business: innovation in product or service, innovation in marketplace and consumer behavior and values, and innovation in the various skills and activities needed to make the products and services at to bring them to market.

The market for jobs and careers has become a genuine mass market. Every organization, therefore, needs to design a ‘career product’ that will attract and satisfy the career customer of tomorrow.

Strategy has to be based on information about markets, customers, and noncustomers; about technology in one’s own industry and others; about worldwide finance; and about the changing world economy. For that is where the results are.

One cannot do market research for something genuinely new. One cannot do market research for something that is not yet on the market.

The new venture… needs to start out with the assumption that its product or service may find customers in markets no one thought of…

…the people who are running a new venture need to spend time outside: in the marketplace, with customers, and with their own salespeople, looking and listening.

…timing is of the essence in establishing a specialty-skill niche. It has to be done at the very beginning of a new industry, a new custom, a new market, a new trend.

…in the early stages of a new industry, a new market, or a new major trend, there is the opportunity to search systematically for the specialty-skill opportunity – and then there is usually time to develop a unique skill.

…anyone willing to use marketing as the basis for strategy is likely to acquire leadership in an industry or a market fast and almost without risk.