"Somewhere in your product, or in your business, there is a 'difference', an idea that can be developed into a story so big, so vital and so compelling to your public as to isolate your product from its competitors, and make your public think of it as distinctly a different kind of product."
"I believe that the enlightened corporation should try to create value for all of its constituencies. From an investor's perspective, the purpose of the business is to maximize profits. But that's not the purpose for other stakeholders - for customers, employees, suppliers, and the community. Each of those groups will define the purpose of the business in terms of its own needs and desires, and each perspective is valid and legitimate."
"You need a story to displace a story. Metaphors and stories are far more potent (alas) than ideas. They are also easier to remember and more fun to read…ideas come and go, and stories stay." - Nasim Nicholas Taleb, The Black Swan
"Sustainable business practice is the story that lives between "once upon a time" and "happily ever after". - Craig Davis