“The whole story of marketing is told in just a few words:

ONE FINDS OR STRENGTHENS OR CREATES A DEMAND.

“The whole story of economics is told in a few words:

ONE SUPPLIES OR DOES NOT SUPPLY A DEMAND AND GETS

ADEQUATELY PAID OR DOES NOT GET PAID FOR IT.

“The speed with which one can collect information, debug, write immediate bright, applicable, doable programs or evaluations on each area that will handle marketing, economics, delivery and collection and, above all, the speed with which one can get out letters, despatches and telexes based on the programs and get real dones on them back determines the volume of income in any given time period.

“And that’s the full essence of executive success.”

[Note: The original mimeo copies of this policy letter were incorrectly numbered as Executive Series 33.]