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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 Theodore Levitt (1974)

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Creativity

More quotes by Theodore Levitt

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

Clayton Christensen (2016)

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

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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Human salvation lies in the hands of the creatively maladjusted.

Martin Luther King Jr. Strength to Love (1963)

Enjoyment of the work consists in participation in the creative state of the artist.

Martin Heidegger Nietzsche (1961)

No decision in business provides greater potential for the creation of wealth (or its destruction, come to think of it) than the choice of which innovation to back.

Robert Heller The Decision makers (1989)

Originality consists in thinking for yourself, not in thinking differently from other people.

James Fitzjames Stephen Liberty, Equality, Fraternity (1873)

Attribution

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.