: He identified only two essential functions for any enterprise: marketing and innovation . All other functions are merely costs.

: Marketing is defined as seeing the business from the customer's point of view to make selling "superfluous". Strategic Growth : The book outlines two paths to growth:

: Understanding why growth is a necessary objective for survival in a non-buoyant economy.

: The concept of planned abandonment , where a company must stop doing what is no longer productive to free up resources for the future.