1. The purpose of business is to create and keep customers. Market myopia is a corporate conscious raising experience designed to narrowly direct all energies at satisifying the customer. Marketing is providing what the buyer wants and marketing's purpose is too keep the customer. Selling is mass producing a product. The value is the asset and the asset value is the capacity for it too generate revenue. Selling focuses on production and packaging.

2. To do that you have to produce and deliver goods and services that people want and value at prices and under conditions that are reasonably attractive relative to those offered by others to a proportion of customer large enough to make those prices and conditions possible. (Set a price people will buy at and let production efficiency drive down cost)

3. To continue to do that, the enterprise must produce revenue in excess of costs in sufficient quantity and with sufficient regularity to attract and hold investors in the enterprise, and must keep at least abreast and some ahead of competitive offerings.

In setting your company goal, always set the standard in terms of production volume, profit, and expanded stockholder equity. Never state them in terms of market factors, customer need fulfillment, customer service objectives, or market targets.

4. No enterprise, no matter how small, can do any of this by mere instinct or accident. It has to clarify its purposes, strategies, and plans, and the larger the enterprise the greater the necessity that these be clearly written down, clearly communicated, and frequently reviewed by the senior members of the enterprise.

Market Imagination. Nothing drives imagination like imagination. Imagination starts things going and work makes it happen. Marketing imagination is the starting point of success in marketing. Marketing brings understanding about customers customs and their problems. Marketing provides a means to capture their attention and their customs. Businesses need to findout what problems people are trying too solve. Differentiation represents an imaginative response to the existence of potential customers in such a way as to give them compelling reasons to want to do business with the originating supplier. Marketing provides deeper understanding of consumer behavior. Marketing means asking the customer to do something different than they normally do. The discovery of the simple essence is the essence of marketing imagination. Imagination means constructing a mental picture of what is or not actually present and what has never been actually experienced. Imagination involves intellectual and artistic inventiveness. It means discoverying why customers prefer your product over a competitor and emphasizing the differences through marketing to new customers and existing customers. The essence of competition is providing something different and providing it better than your competitor. These differences weighin strong with customers than price.

Every major industry was once a growth industry. Failure is at the top. One after One company products were runaway substitutes for the products they replaced. The self deceiving cycle includes four factors: 1. The belief that growth is assured by an expanding and more affluent population. 2. The belief that there is no competitive substitute 3. Too much faith in mass production and in the advantages of rapidly declining unit prices as output rises 4. a preoccupation with a product.

5. In all cases there must be an appropriate system of rewards, audits, and controls to assure that what's intended get properly done and, when not, that its quickly rectified.