Murray also agrees to create a questionnaire and mail it to a sample of their Central Demographic Model consumers to find out how they feel they’re treated by other widget companies. At the same time, Murray is to personally call 150 of those consumers. He’ll conduct a Needs Analysis to get a better understanding of how they think and feel about widgets. What do widgets mean to them? How have widgets changed their lives? If they could have any kind of widget at all, what would it look like? How would it feel to use it? What do they want a good widget to do for them? Murray agrees to do the research by a certain date.

I want you to improve your ability to improve your company by leading the process of improvement, not by improving a process in your company by yourself. The improvement of your company will be a function of your enhanced ability to improve your company, which is the skill of innovation.

You should know now that a man of knowledge lives by acting, not by thinking about acting, not by thinking about what he will think when he has finished acting. A man of knowledge chooses a path with heart and follows it. Carlos Castaneda