Theodore Levitt

Theodore Levitt (March 1, 1925, Vollmerz, Main-Kinzig-Kreis, Germany – June 28, 2006, Belmont, Massachusetts) was an American economist and professor at Harvard Business School.


  • Creativity thinks up new things. Innovation does new things. The difference speaks for itself. Yet the fluent advisers to business seldom make the distinction. They tend to rate ideas more by their novelty than by their practicability.
    • Theodore Levitt (1974). Marketing for business growth, p. 71
  • People don't want to buy a quarter-inch drill, they want a quarter-inch hole.
    • Dick Martin (2009). Secrets of the marketing masters: what the best marketers doand why it works. Amacom. p. 74. ISBN 978-0-8144-0943-5. ; Clayton M. Christensen, Michael E. Raynor (2003). The innovator's solution: creating and sustaining successful growth. Harvard Business School Publishing Corporation. p. 99. ISBN 1-57851-852-0. 

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