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Top 25 Theodore Levitt Quotes (2025 Update)

Theodore Levitt Quote: “Creativity is thinking up new things. Innovation is doing new things.”

1. “Creativity is thinking up new things. Innovation is doing new things.”

— Theodore Levitt

Theodore Levitt Quote: “Anything in excess is a poison.”

2. “Anything in excess is a poison.”

— Theodore Levitt

Theodore Levitt Quote: “People don’t want quarter-inch drills. They want quarter-inch holes.”

3. “People don’t want quarter-inch drills. They want quarter-inch holes.”

— Theodore Levitt

Theodore Levitt Quote: “Sustained success is largely a matter of focusing regularly on the right things and making a lot of uncelebrated little improvements every day.”

4. “Sustained success is largely a matter of focusing regularly on the right things and making a lot of uncelebrated little improvements every day.”

— Theodore Levitt

Theodore Levitt Quote: “One should not focus on the differences between people but look for commonality and similarity.”

5. “One should not focus on the differences between people but look for commonality and similarity.”

— Theodore Levitt

Theodore Levitt Quote: “The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise can keep a company going.”

6. “The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise can keep a company going.”

— Theodore Levitt

Theodore Levitt Quote: “Kodak sells film, but they don’t advertise film; they advertise memories.”

7. “Kodak sells film, but they don’t advertise film; they advertise memories.”

— Theodore Levitt

Theodore Levitt Quote: “Ideas are useless unless used. The proof of their value is in their implementation. Until then, they are in limbo.”

8. “Ideas are useless unless used. The proof of their value is in their implementation. Until then, they are in limbo.”

— Theodore Levitt

Theodore Levitt Quote: “Ideas are useless unless used.”

9. “Ideas are useless unless used.”

— Theodore Levitt

Theodore Levitt Quote: “A product is not a product unless it sells. Otherwise it is merely a museum piece.”

10. “A product is not a product unless it sells. Otherwise it is merely a museum piece.”

— Theodore Levitt

Theodore Levitt Quote: “The true purpose of a business is to create and keep a customer, not to make you money.”

11. “The true purpose of a business is to create and keep a customer, not to make you money.”

— Theodore Levitt

Theodore Levitt Quote: “Organizations, by their very nature are designed to promote order and routine. They are inhospitable environments for innovation.”

12. “Organizations, by their very nature are designed to promote order and routine. They are inhospitable environments for innovation.”

— Theodore Levitt

Theodore Levitt Quote: “An industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill.”

13. “An industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill.”

— Theodore Levitt

Theodore Levitt Quote: “Organizations exist to enable ordinary people to do extraordinary things.”

14. “Organizations exist to enable ordinary people to do extraordinary things.”

— Theodore Levitt

Theodore Levitt Quote: “Experience comes from what we have done. Wisdom comes from what we have done badly.”

15. “Experience comes from what we have done. Wisdom comes from what we have done badly.”

— Theodore Levitt

Theodore Levitt Quote: “Just as energy is the basis of life itself, and ideas the source of innovation, so is innovation the vital spark of all human change, improvement and progress.”

16. “Just as energy is the basis of life itself, and ideas the source of innovation, so is innovation the vital spark of all human change, improvement and progress.”

— Theodore Levitt

Theodore Levitt Quote: “Though progress starts with the imagination, only work can make things happen. And work itself works best when fueled, again by the imagination.”

17. “Though progress starts with the imagination, only work can make things happen. And work itself works best when fueled, again by the imagination.”

— Theodore Levitt

Theodore Levitt Quote: “A powerful new idea can kick around unused in a company for years, not because its merits are not recognized, but because nobody has assumed the responsibility for converting it from words into action.”

18. “A powerful new idea can kick around unused in a company for years, not because its merits are not recognized, but because nobody has assumed the responsibility for converting it from words into action.”

— Theodore Levitt

Theodore Levitt Quote: “Ideas can be willed, and the imagination is their engine.”

19. “Ideas can be willed, and the imagination is their engine.”

— Theodore Levitt

Theodore Levitt Quote: “Nothing drives progress like the imagination. The idea precedes the deed. The only exceptions are accidents and natural selection.”

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

— Theodore Levitt

Theodore Levitt Quote: “You want to dig your well where you have the best chance of finding water with the least amount of digging.”

21. “You want to dig your well where you have the best chance of finding water with the least amount of digging.”

— Theodore Levitt

Theodore Levitt Quote: “All organizations are hierarchical. At each level people serve under those above them. An organization is therefore a structured institution. If it is not structured, it is a mob. Mobs do not get things done, they destroy things.”

22. “All organizations are hierarchical. At each level people serve under those above them. An organization is therefore a structured institution. If it is not structured, it is a mob. Mobs do not get things done, they destroy things.”

— Theodore Levitt

Theodore Levitt Quote: “A consistently highly creative person is generally irresponsible.”

23. “A consistently highly creative person is generally irresponsible.”

— Theodore Levitt

Theodore Levitt Quote: “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.”

24. “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

Theodore Levitt Quote: “Creative people tend to pass the responsibility for getting down to brass tacks to others.”

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

— Theodore Levitt

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