The most important thing in communication is to hear what isn't being said. - Peter Drucker

The prevailing economic theory of business enterprise and behavior, the maximization of profit—which is simply a complicated way of phrasing the old saw of buying cheap and selling dear—may adequately explain how Richard Sears operated. But it cannot explain how Sears, Roebuck or any other business enterprise operates, nor how it should operate. The concept of profit maximization is, in fact, meaningless.

The newly emerging dominant group is "knowledge workers." The very term was unknown forty years ago. (I coined it in a 1959 book, Landmarks of Tomorrow.) By the end of this century knowledge workers will make up a third or more of the work force in the United States--as large a proportion as manufacturing workers ever made up, except in wartime. The majority of them will be paid at least as well as, or better than, manufacturing workers ever were. And the new jobs offer much greater opportunities.

[N]othing is easier to attain than full employment... All we would have to do, for instance, would be to continue a war-economy at no more, perhaps, than half its present level. Or we could adopt some sort of state socialism, under which the surplus resources... would be employed on non-economic projects, it makes... little difference what twentieth century equivalent of the Egyptian pyramids... so long as we do not use the surplus labor to produce ordinary economic goods. ...But we refuse to accept the kind of society to which either [a permanent war economy or state socialism] would lead. We demand more than a stable society, we demand a good society. Specifically, we demand of our economic system... that it produce goods... that add to the wealth... and... that these goods be produced... under... the free enterprise system.