“There are very few institutions that . . .”

“Even the biggest enterprise (other than a government monopoly) has many more noncustomers than it has customers. There are very few institutions that supply as large a percentage of a market as 30 percent. There are therefore few institutions where noncustomers do not amount to at least 70 percent of the potential market. And yet very few institutions know anything about the noncustomers—very few of them even know that they exist, let alone know who they are. . . . Yet it is with the noncustomers that changes always start.”

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“There are very few institutions that . . .”

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