How does one come to the point in his or her life when he or she is not only ready but eager and willing — however terrifying the prospect might be —… - Michael Gerber

The question you need to keep asking yourself is: How can I give my customer the results he wants systematically rather than personally? Put another way: How can I create a business whose results are systems-dependent rather than people-dependent? Systems-dependent rather than expert-dependent.

seen from the appropriate perspective, the entire business process by which your company does what it does is a marketing process.

it’s not the commodity or the work itself that is important. What’s important is the business: how it looks, how it acts, how it does what it is intended to do.