"Good mission statements focus on a limited number of goals, stress the company’s major policies and values, and define the company’s major competitive scopes. These include:"

“Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.”

“The sales department isn't the whole company, but the whole company had better be the sales department.”

“The good news is that marketing takes a day to learn. The bad news is that it takes a lifetime to master!”

“Good companies will meet needs; great companies will create markets.”

“No company in its right mind tries to sell to everyone. Gillette does not try to sell razor blades to preteens, and Kimberly-Clark doesn't try to sell its Huggies to childless families. A savvy steel company doesn't try to sell steel to every steel-using company.”

“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value. It is the art of helping your customers become better of.”