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Eastman believed success came from a user-friendly product that “was as convenient as the pencil.”3 Kodak regarded marketing as essential to its success. It first advertised film in 1885. Eastman coined the slogan “You press the button, we do the rest” when he introduced the first Kodak camera in 1888. He identified Kodak’s guiding principles: mass production at low cost, international distribution, extensive advertising, and customer focus, and growth through continuous research. He also articulated Kodak’s competitive philosophy: “Nothing is more important than the value of our name and the quality it stands for. We must make quality our fighting argument

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