Charles A. Reich Quotes

The simplest way to assure sales is to keep changing the product the market for new things is indefinitely elastic. One of the fundamental purposes of advertising, styling, and research is to foster a healthy dissatisfaction.

The purpose of a business is to create customers.

Consumers do not buy products. They buy product benefits.

The aim of marketing is to make selling superfluous.

It did what all ads are supposed to do: create an anxiety relievable by purchase.

Research is an organized method of trying to find out what you are going to do after you cannot do what you are doing now. It may also be said to be the method of keeping a customer reasonably dissatisfied with what he has. That means constant improvement and change so that the customer will be stimulated to desire the new product enough to buy it to replace the one he has.

People don't like to be sold, but they love to buy.

Coming from the music business and seeing the transition from artists to fans, fans to consumers, it's really about understanding the psychology of why people want to associate with your brand.

Products are sold because they solve a problem or fill a need. Understanding problems and needs involves understanding customers and what makes them tick.

You pick what your customers want, not what your entrenched business model may require you to do.

Certainly in business terms, considering how thriving the market is. Understanding what people want is essential. We have a team on the ground whose job it is to keep tabs on what's good, whether it's a tapas bar in Barcelona, or an amazing fish and chip shop in Yorkshire.

There are two reasons why anybody buys anything. The real reason, and the reason they give you.

Every day in America, about 25,000 people buy a quarter-inch drill. But nobody in America wants a quarter-inch drill. What they want are holes.

It's not the consumers' job to figure out what they want

Find out where the people want to go, then hustle yourself around in front of them.

My view is that everything begins with the customer. If you know the customer, then you can match the merchandise and then you can market it. The marketing is kind of the icing. The foundation is the cake. That's the merchandise. Then the question is, "Do the customers want cake, or do they want cupcakes or donuts. What is it?"

Businesses are not paid to reform customers. They are paid to satisfy customers.

True marketing starts...with the customer, his demographics, his realities, his needs, his values. It does not ask, "What do we want to sell?" It asks, "What does the customer want to buy?"

To be a success in advertising you must want to fill other people with a passion for possession.

It had always made sense to me to build a business based on what people really wanted, rather than guess what we thought they might want.

What the advertiser needs to know is not what is right about the product but what is wrong about the buyer.

Industry prospers when it offers people articles which they want more than they want anything they now have. The fact is that people never buy what they need. They buy what they want.

It isn't the consumers' job to know what they want.

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

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