The only things that exist inside of a business are costs, activities, efforts, problems, mediocrity, friction, politics, and crises. In fact, Peter Drucker wrote, “One of the biggest mistakes I have made during my career was coining the term profit center, around 1945. I am thoroughly ashamed of it now, because inside a business there are no profit centers, just cost centers” (Drucker, 2002: 49, 84). The only profit center is a customer’s check that does not bounce. Customers are indifferent to the internal workings of your company in terms of costs, desired profit levels, and efforts. Value is only created when you have produced something the customer voluntarily, and willingly, pays for. What makes the marketing concept so breathtakingly brilliant is that the focus is always on the outside of the organization. It does not look inside and ask, “What do we want and need?” but rather it looks out- side to the customer and asks, “What do you desire and value?”