"If your goal is anything but profitability - if it's to be big, or to grow fast, or to become a technology leader - you'll hit problems"

This quote by Michael Porter is an alerting to companies that if their objective is anything aside from profitability, they will likely experience troubles. He recommends that services must concentrate on becoming rewarding, instead of trying to become huge, grow fast, or end up being a technology leader. This is because profitability is the most important element for an organization to be effective. Without success, an organization can not sustain itself and will eventually fail. For that reason, organizations need to focus on success over other goals, such as becoming big or growing quickly. By doing so, they can guarantee that their service succeeds and can continue to run in the long-term.