But his talk was more than a slogan. It dealt with understanding why systems work the way they do rather than relying on rules of thumb; and it meant those who service equipment have to have some selling skills.
Bradford noted that as a young man he followed his father on service calls. He said he used to ask his dad why he did servicing the way he did. Even though his father was considered a first-rate technician "and knew what he could do with his hands," he couldn't answer many "why" questions.