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The key question companies need to address is not 'Should we make mistakes?' but rather 'Which mistakes should we make in order to test our deeply held assumptions?'
Paul J. H. Schoemaker
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Advertising is a valuable economic factor because it is the cheapest way of selling goods, particularly if the goods are worthless.
Sinclair Lewis
Paul J. H. Schoemaker
Born:
April 4, 1949
(age 76)
Bio:
Paul J. H. Schoemaker, Ph.D. is an academic, author, and an expert in the fields of strategic management and decision making.
Paul J. H. Schoemaker on Wikipedia
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