“Ask a hundred people how they want a particular article made. About eighty will not know; they will leave it to you. Fifteen will think that they must say something, while five will really have preferences and reasons. The ninety-five, made up of those who don’t know and do not admit it and fifteen who do not know but do not admit it constitute the real market for any product. The five who want something special may or may not be able to pay the price for special work. If they have the price, they can get the work, but they constitute a special and limited market. Of the ninety-five perhaps ten or fifteen will pay the price for quality. Of those remaining, a number will buy solely on price without regard to quality. Their numbers are thinning with each day. Buyers are learning how to buy. The majority will consider quality and by the biggest dollar’s worth of quality. If, therefore, you discover what will give this 95 per cent. of people the best all-round service and then arrange to manufacture the very highest quality and sell at the very lowest price, you will be meeting a demand which is so large that it may be called universal.”

– Henry Ford (My Life and Work, p. 47)