"John Jacob Astor suddenly had to go into partnership in a millinery store because the owners could not keep up their mortgage payments. What did he do to get this business back on its feet? He would go into the park and quietly watch the women strolling along, particularly the most confident and elegant, and take careful note of the hats they were sporting. Back in the store, he had these hats copied exactly. The result was that the store never made a hat or bonnet that a lady didn't like, and it boomed. Left behind was the idea that "We make hats and try to sell them," to be replaced by "What women want, we sell."

From such basic service erupts great success, in this case a store that even in the nineteenth century made $17 million. You may think you have already considered it, but ask again: What do people want?" - Tom Butler-Bowdon