"What we're actually looking for often when we go to see somebody for advice is not for them to change our mind, but for us to change their mind."

"One kind of entrepreneur you say, Whose need am I satisfying today? [...] The other kind, to quote Michael Schraig here, is to say, the purpose of my business is to change people, to change them from something into something else. This is the kind of business that we remember generations later"

“Change is not a threat, it’s an opportunity. Survival is not the goal, transformative success is.” 

"The alternative is to shun the non-believers. To address the smallest viable audience. Viable, because if it's not big enough or eager enough, it's not worth the journey. But smallest. Because if we act like we only can serve a few people, it will require us to focus obsessively on those people"

"The idea of the smallest viable audience begins with the word viable, meaning that if you're only going to make your burritos for two or three people, that's small, but it's not going to keep your burrito truck in business for very long. It's not enough. The goal here when we're doing a project is to identify the smallest audience that we can thri

"Costco’s relentless focus on operational efficiency and customer value, particularly through its private label Kirkland, has driven sustained global growth."