We're obviously going to spend a lot in marketing because we think the product sells itself.

We're obviously going to spend a lot in marketing because we think the product sells itself.

Somewhere, something incredible is waiting to be known.

Somewhere, something incredible is waiting to be known.

If we knew what it was we were doing, it would not be called research, would it?

If we knew what it was we were doing, it would not be called research, would it?

No great marketing decisions have ever been made on quantitative data

No great marketing decisions have ever been made on quantitative data

We are in the position of a little child entering a huge library
filled with books in many different read more

We are in the position of a little child entering a huge library
filled with books in many different languages. The child knows
someone must have written those books. It does not know how. It
does not understand the languages in which they are they are they
are written. The child dimly suspects a mysterious order in the
arrangement of the books but doesn't know what it is. That, it
seems to me, is the attitude of even the most intelligent being
toward God.

Research is what I'm doing when I don't know what I'm doing.

Research is what I'm doing when I don't know what I'm doing.

Business has only two functions - marketing and innovation.

Business has only two functions - marketing and innovation.

Research is formalized curiosity. It is poking and prying with a purpose.

Research is formalized curiosity. It is poking and prying with a purpose.

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much read more

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.