Joe Pons, professor of marketing at IEDC: “A niche!? You know what a niche is? It’s that small cavern in the wall of graves in mediteranean cemeteries! So, a very very small space. Why would you want that as your goal?”

Ivan Pepelnjak, president of the advisory board at NIL: “When you are the only one who knows how to do something, then you don’t need any marketing.”

Boštjan Ložar, top management consultant: “When I bring a new module into the market, I make sure that it is three times better than anything similar in the market already. In this way I don’t need to invest in marketing.”

Three quotes by three people I respect immensely.