Peter Drucker wrote in his book, The Practice of Management, that the purpose of a business is "...to Create Customers." He went on to state that said there are two ways to create customers: Marketing and innovation. Innovation comes from the ability to entrepreneur new ideas, develop something that fits a need and work out the kinks to make it effective. Marketing is more than the "5 P's" learned in Marketing 101, that is: Product, Price, Place, People and Promotion.