“Foremost is the principle that the purpose of consumer research is to understand the customer's needs and wishes, and thus design product and service that will provide better living for him in the future. A second principle is that no one can guess the future loss of business from a dissatisfied customer…”

—  W. Edwards Deming

Source: Out Of The Crisis (1982), p. 175

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W. Edwards Deming photo
W. Edwards Deming 33
American professor, author, and consultant 1900–1993

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