We don’t raise the prices, because we believe — and we have to take this as an article of faith – that by keeping our prices very, very low, we earn trust with customers over time

The best customer service is if the customer doesn’t need to call you, doesn’t need to talk to you. It just works.

People who are constantly looking for the opportunity to do something new are also people who are not going to be helped by having job titles – job titles create expectations of specialization and focus which don’t map really well to creating the best possible experience for your customers.

Your success in life isn’t based on your ability to simply change. It is based on your ability to change faster than your competition, customers and business.

When Henry Ford said, “The customer can have a car in any color as long as it’s black,” he was not joking.

Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands.

To satisfy the customer is the mission and purpose of every business.

Inside an organization there are only cost centers. The only profit center is a customer whose check has not bounced.

Business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer.

What the customer buys and considers value is never a product. It is always utility, that is, what a product or a service does for the customer.

Making changes to better appeal to customer is INNOVATION.

The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer.

Because its purpose is to create a customer, the business has two and only two functions: Marketing and Innovation. Marketing and Innovation produce results. All the rest are costs.

The purpose of a business is to create a customer.

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

Marketing is not a function, it is the whole business seen from the customer’s point of view.

Software innovation, like almost every other kind of innovation, requires the ability to collaborate and share ideas with other people, and to sit down and talk with customers and get their feedback and understand their needs.

Who decides what’s in Windows? The customers who buy it.

It’s not your product that’s exciting. It’s what your product will do for the customer.

Your most unhappy customers are your greatest source of learning.

The thinking man must oppose all cruel customs no matter how deeply rooted in tradition and surrounded by a halo

I didn’t go to college, but if I did, I would have taken all my tests at a restaurant, because the customer is always right.

It’s so important your customer can rely on you for your classics.

I don’t like to dictate the style to the customer, I believe people give something their own trend.

I’m not an easy customer. My attention to detail could probably drive you mad. My eye still always goes toward the single flaw.