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

— Philip Kotler

Source: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, 2011, p. 127; Quote in the context of new product development.

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Philip Kotler 13

American marketing author, consultant and professor 1931

Antonio Porchia (1885–1968) Italian Argentinian poet

Lo pagado con nuestra vida nunca es caro.
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“The thing about real life is, when you do something stupid, it normally costs you.”

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“Kind words do not cost much. Yet they accomplish much”

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Variant: Kind words don't cost much. Yet they accomplish much.

“We could figure out ways with small aerospace companies to do a low-cost spacecraft and lander. But we could not find a way to do a low-cost launcher, unless we went to the Russians.”

Elon Musk (1971) South African-born American entrepreneur

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“Money often costs too much.”

Ralph Waldo Emerson book The Conduct of Life

The Conduct of Life, Chapter 3, “Wealth,” p. 107

“I got a tree on my back and a haint in my house, and nothing in between but the daughter I am holding in my arms. No more running — from nothing. I will never run from another thing on this earth. I took one journey and I paid for the ticket, but let me tell you something, Paul D Garner: it cost too much! Do you hear me? It cost too much.”

Toni Morrison book Beloved

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“It costs too much to worship God in public.”

Robert G. Ingersoll (1833–1899) Union United States Army officer

"The Brooklyn Divines." Brooklyn Union (Brooklyn, NY), 1883.
Context: Another thing is the magnificence of the churches. The church depends absolutely upon the rich. Poor people feel out of place in such magnificent buildings. They drop into the nearest seat; like poor relations, they sit on the extreme edge of the chair. At the table of Christ they are below the salt. They are constantly humiliated. When subscriptions are asked for they feel ashamed to have their mite compared with the thousands given by the millionaire. The pennies feel ashamed to mingle with the silver in the contribution plate. The result is that most of them avoid the church. It costs too much to worship God in public. Good clothes are necessary, fashionably cut.

“Costs do not exist to be calculated. Costs exist to be reduced.”

Taiichi Ohno (1912–1990) Japanese businessman and engineer

Taiichi Ohnos Workplace Management: Special 100th Birthday Edition: Special 100th Birthday Edition (ed. McGraw Hill Professional, 2012), ISBN 9780071808019

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

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Philip Kotler 13

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