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" I had no idea what I was doing when I wrote 'Search.' There was no carefully designed work plan. There was no theory that I was out to prove. "

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" Winners must learn to relish change with the same enthusiasm and energy that we have resisted it in the past. "

" Remember my mantra: distinct... or extinct. "

" Give a lot, expect a lot, and if you don't get it, prune. "

" Mastery is great, but even that is not enough. You have to be able to change course without a bead of sweat, or remorse. "

" I know it sounds crazy, but you've got to let what you're going to do find you, rather than you pursuing it. "

" I think it's wonderful to save the world, but you need to be part of the world, too. "

" Leaders don't create followers, they create more leaders. "

" Today brands are everything, and all kinds of products and services - from accounting firms to sneaker makers to restaurants - are figuring out how to transcend the narrow boundaries of their categories and become a brand surrounded by a Tommy Hilfiger-like buzz. "

" If a window of opportunity appears, don't pull down the shade. "

" We found that the most exciting environments, that treated people very well, are also tough as nails. There is no bureaucratic mumbo-jumbo... excellent companies provide two things simultaneously: tough environments and very supportive environments. "

" The workplace revolution that transformed the lives of blue-collar workers in the 1970s and 1980s is finally reaching the offices and cubicles of the white-collar workers. "

" Test fast, fail fast, adjust fast. "

" If you're not confused, you're not paying attention. "

" All business success rests on something labeled a sale, which at least momentarily weds company and customer. "

" Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You. "

" Management is about arranging and telling. Leadership is about nurturing and enhancing. "

" Business is about people. It's about passion. It's about bold ideas, bold small ideas or bold large ideas. "

" I endorse a lot of people - sometimes people say I endorse too many books. And my response has always been the same: If I can get one case study that can give me one good idea that I can implement for $25, or for these days one-third of that on Kindle, I've gotten a very good deal. "

" Anybody who is an entrepreneur is a person who essentially has impaired judgment. The odds of success are zilch. "

" One simply cannot pay tribute to Stephen Covey without saying at the outset that he was a lovely human being. "

" One of the biggest problems of 'In Search of Excellence' is that it focused on giant, publicly-traded companies. There are thousands upon thousands of excellent companies. Some of them are two-person accountancies in a community of three thousand people. "

" I don't want the 35-year-olds in my audience to think of me as as 'pops' giving the kind of advice that only 65-year-olds can understand. "

" My problem is not that I see all 17 sides of any issue, but I'm equally passionate about all 17 sides simultaneously. "

" The top athletes are consummate pros who work obsessively at their craft. Approach yours the same way. "

" Mittelstand companies are incredibly focused and almost always family-run. The young men and women go through the apprenticeship system and learn that the goal is excellence. "

" Celebrate what you want to see more of. "

" The best leaders... almost without exception and at every level, are master users of stories and symbols. "

" Vision is dandy, but sustainable company excellence comes from a huge stable of able managers. "

" Community organizing is all about building grassroots support. It's about identifying the people around you with whom you can create a common, passionate cause. And it's about ignoring the conventional wisdom of company politics and instead playing the game by very different rules. "

" Business book writing for me is when some set of ideas gets stuck in my mind, I write a book about it. I haven't got a theory and I haven't got a framework. "