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People don't want to buy a quarter-inch drill, they want a quarter-inch hole.

— Theodore Levitt Clayton Christensen (2016)

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More quotes by Theodore Levitt

The historic fate of one growth industry after another has been its suicidal product provincialism.

Creativity thinks up new things. Innovation does new things. The difference speaks for itself. Yet the fluent advisers to business seldom make the distinction. They tend to rate ideas more by their novelty than by their practicability.

Theodore Levitt (1974)

In business, the followers are the customers. To produce these customers, the entire corporation must be viewed as a customer-creating and customer satisfying organism. Management must think of itself not as producing products but as providing customer creating value satisfactions. It must push this idea (and everything it means and requires) into every nook and cranny of the organization.

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Quote text and notes from Wikiquote: Theodore Levitt (page history), available under CC BY-SA 4.0. Source quality and labels are our own summary of what Wikiquote records.