What would best serve our customer here? How could I most easily give the customer what he wants while also maximizing profits for the company? - Michael Gerber

Atención, concentración. Intención, discernimiento. Equilibrio, organización. Excelencia, innovación. Tocar el mundo, comunicación. Estas palabras son valores; estos valores son palabras. Son el corazón del tema que tratamos. Quizá piense que estoy dando muchos rodeos al hablar de lo que convierte una empresa en una gran empresa, pero no es así. Sencillamente, no lo estoy haciendo a la manera de los empresarios. Y es que, precisamente, se trata de eso. Nunca me he encontrado con una gran empresa que haga las cosas a la manera de los empresarios.

If G-d is not present in your heart, in your imagination, in your desire to create the Most Successful Small Business in the World, the possibility of creating the Most Successful Small Business in the World would not exist. See it. Go back to before the beginning. Go back to where there was just G-d. Go back to just before the immensity beyond immensity beyond any word that you can use to describe that immensity, of the creation of the universe, our world, all things we see and those things we don’t see.

The Entrepreneur has to do is find out what those wants are and what they will be in the future. As a result, the world is a continuing surprise, a treasure hunt to The Entrepreneur. To The Technician, however, the world is a place that never seems to let him do what he wants to do; it rarely applauds his efforts; it rarely appreciates his work; it rarely, if ever, appreciates him. To The Technician, the world always wants something he doesn’t know how to give it.