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Each FusionBranding chapter begins with a quote to illuminate the key issue. But there were a lot of great quotes that didn't make it. If you have great branding or business quotes, send them and the source to me at nick (at) fusionbrand.com. From the Book Introduction "I skate to where the puck is going to be, not where it has been." Wayne Gretzky, hockey great Chapter 1 "When one door closes, another door opens; but we often look so long and so regretfully upon the closed door, that we do not see the ones which open for us." Alexander Graham Bell, inventor Chapter 2 "True marketing starts with the customer; his demographics, realities, needs and values. It does not ask, What do we want to sell? It asks, What does the customer want to buy? It does not say, This is what our product or service does. It says, these are the satisfactions the customer looks for, values, and needs." Peter Drucker, legendary management consultant Chapter 3 "The plan is nothing; planning is everything." Gen. Dwight D. Eisenhower Chapter 4 "Great brands are earned, not bought." Scott Cook, Intuit founder Chapter 5 "We were going to build this company from the customer back, not from the company out." CEO Louis Gerstner, explaining how he turned IBM around Chapter 6 "The purpose of business is not to make a sale, but to make and keep a customer." Peter Drucker, legendary management consultant Chapter 7 "Those friends thou hast...and their adoption tried. Grapple them to thy soul with hoops of steel. But do not dull thy palm with entertainment of each new-hatched, unfledged comrade." William Shakespeare, Hamlet Chapter 8 "I do not regard advertising as entertainment or an art form, but as a medium of information." David Ogilvy, Ogilvy on Advertising Chapter 9 "For centuries, we have attempted communication 'downward.' This, however, cannot work, no matter how hard and how intelligently we try. It cannot work, first, because it focuses on what we want to say. It assumes, in other words, that the utterer communicates. There can be no communication if it is conceived as going from the 'I' to the 'thou.' Communications works only from one member of 'us' to another." Peter Drucker, legendary management consultant Chapter 10 "Only connect." E.M. Forster, Howard's End Chapter 11 "There is only one boss: the customer. And he can fire everybody in the company, from the chairman on down, simply by spending his money elsewhere." Sam Walton, Wal-Mart founder Chapter 12 "Organizational change: It's about creating accountability, not power." Peter Drucker, legendary management consultant Chapter 13 "Everybody knows the recipe. You have to find someone who knows how to work the oven." Bob Parker, AMR Research Chapter 14 "What the people in business think they know about the customer and market is likely to be more wrong than right. The customer rarely buys what the business thinks it sells him." Peter Drucker, legendary management consultant Chapter 15 "There are few original strategies. There's only execution." Sir John Bond, Chairman, HSBC Holdings Chapter 16 "'There must be some way out of here,' Said the joker to the thief, 'There's too much confusion, I can't get no relief. Businessmen, they drink my wine, plowmen dig my earth, None of them along the line know what any of it is worth.'" Bob Dylan, All Along The Watchtower Chapter 17 "If you get the objectives right, a lieutenant can write the strategy." George C. Marshall, U.S. General & Secretary of State Chapter 18 "If you want to change something, measure it." Peter Lewis, CEO, Progressive Insurance Chapter 19 "It's ironic that marketing people have an image problem (about trust and privacy)." Larry Lozon, Director, GM Cyberworks "It's not a image problem. It's a reality problem." Seth Goodin, author, Permission Marketing Chapter 20 "eBay was a blind spot for us economists. We don't think in terms of flea markets." Hal Varian, Dean, University of California Chapter 21 "Change before you have to." Jack Welch, ex-CEO, General Electric (top) More Great Quotes "He is prosperous who adapts his proceeding to the qualities of the times." Niccolo Machiavelli "Nobody reads ads. People read what interests them. Sometimes it's an ad." Howard Gossage "The bad leader is he who the people despise. The good leader is he who the people praise. The great leader is he who the people say, 'We did it ourselves.'" Lao-tzu, Chinese philosopher "Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall." Thesis #62 The Cluetrain Manifesto: The End of Business as Usual Christopher Locke, Rick Levine, Doc Searls, David Weinberger "Not everything that can be counted counts, and not everything that counts can be counted. " - Albert Einstein "From the moment I picked your book up until I laid it down I was convulsed with laughter. Some day I intend reading it. " Groucho Marx "The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn." Alvin Toffler, Future Shock "There's a saying in the United States that the customer is king. But in Japan, the customer is God." Tak Kimoto, Sumitronics "When there are hurricanes, build windmills." Chinese proverb "People want change, they dont want to be changed." Peter Senge, The Fifth Discipline "Few executives yet know how to ask: What information do I need to do my job? When do I need it? In what form? And from whom should I be getting it? Fewer still ask: What new tasks can I tackle now that I get all these data? Which old tasks should I abandon? Which tasks should I do differently? Practically no one asks: What information do I owe? To whom? When? In what form?" Peter F. Drucker ''Our privacy policy was simple. Abandon all privacy ye who enter here.'' Steven Kane, founder, Gamesville.com "I use the Internet, you cant use me. Satisfy my needs quickly and efficiently. Tell me what I want to know, not just what you want me to know. Educate me, respect my privacy, enable me to trust you. Anonymous Internet user "Management is a curious phenomenon. It is generously paid, enormously influential and significantly devoid of common sense." Harvard Business Review "With the technology we have today, you can send information around the world in a second, but it can take days to get into someone's mind." Unknown "If we don't change our direction, we're likely to end up where we're headed." Chinese proverb "Do you know what the secret of life is?" "No, what?" "One thing. Just one thing. You stick to that and everything else don't mean @#*$!" "That's great, but what's the one thing?" "That's what you've gotta figure out." Conversation between Jack Palance and Billy Crystal in City Slickers (top) © 2003 Nick Wreden. All rights reserved. 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