Top 25 Quotes by Theodore Levitt of 34 - Page 2

The fact that a consistendy highly creative person is generally irresponsible in the sense that we have used this term is in part predictable from what is known about the freewheeling fantasies of very young children.

The fact that a consistendy highly creative person is generally irresponsible in the sense that we have used this term is in part predictable from what is known about the freewheeling fantasies of very young children.

Theodore Levitt

Creative, Persons, Irresponsible

"Marketing for business growth".

Creative people tend to pass the responsibility for getting down to brass tacks to others.

Theodore Levitt

Responsibility, People, Creative

Ideation is not a synonym for innovation, conformity is not its simple antonym, and innovation is not the automatic consequence of "creative thinking.".

Theodore Levitt

Simple, Thinking, Creative

A powerful force drives the world toward a converging commonality, and that force is technology. … Almost everyone everywhere wants all the things they have heard about, seen, or experienced via the new technologies.

Theodore Levitt

Powerful, Technology, World

Nothing drives progress like the imagination. The idea precedes the deed. The only exceptions are accidents and natural selection.

Theodore Levitt

Science, Ideas, Imagination

Theodore Levitt (1986). “Marketing Imagination: New, Expanded Edition”, p.127, Simon and Schuster

The trouble with much of the advice business is getting today about the need to be more vigorously creative is, essentially, that its advocates have generally failed to distinguish between the relatively easy process of being creative in the abstract and the infinitely more difficult process of being innovationist in the concrete.

Theodore Levitt

Business, Creative, Advice

The oil industry is a stunning example of how science, technology, and mass production can divert an entire group of companies from their main task. ... No oil company gets as excited about the customers in its own backyard as about the oil in the Sahara Desert. ... But the truth is, it seems to me, that the industry begins with the needs of the customer for its products. From that primal position its definition moves steadily back stream to areas of progressively lesser importance until it finally comes to rest at the search for oil.

Theodore Levitt

Moving, Science, Technology

In spite of the extraordinary outpouring of totally and partially new products and new ways of doing things that we are witnessing today, by far the greatest flow of newness is not innovation at all. Rather, it is imitation.

Theodore Levitt

Innovation, Today, Way

Theodore Levitt (1974). “Marketing for business growth”, McGraw-Hill Companies