James Cash Penney

As a rule, we find what we look for; we achieve what we get ready for.

Too many would-be executives are slaves of routine.

The five separate fingers are five independent units. Close them and the fist multiplies strength. This is organization.

Success cannot come from standstill men. Methods change and men must change with them.

The problem with the bronco is to get on and stay on. This is the problem with the Golden Rule-to understand and apply.

Men are not great or small because of their material possessions. They are great or small because of what they are.

I always look at it that I work with my employees as opposed to them working for me.

Anything that is not right, whether it temporarily favors the employees or the employers, cannot last-because it is not right.

There are good examples of companies – Coca-Cola is one – that invested before there was a huge market in countries, and I think that ended up playing out to their benefit for decades to come.

The consumer isn’t a moron. She is your wife.

Our friendship was based on my payouts. That wasn’t a friendship when – as, for example, it’s me, my friends, we are friends for many years, and it doesn’t matter for me what the position is, where they work; we simply are friends. And with Mr. Berezovsky, our friendship was based on my payoffs.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

No one should buy on reputation alone. They should come and see it and inspect it, feel it and touch it.

In Moscow I feel most comfortable. I’m used to four different seasons; it’s difficult for people in London to understand. People brought up in Russia like my kids want to play in the snow.

It’s not just about being better. It’s about being different. You need to give people a reason to choose your business.

Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.

Always be smarter than the people who hire you.

Sales are contingent upon the attitude of the salesman, not the attitude of the prospect.

Risk comes from not knowing what you’re doing.

Any customer can have a car painted any color that he wants so long as it is black.

I never insisted that I was a good student.