All business success rests on something labeled a sale, which at least momentarily weds company and customer.

Peters reduces “business success” to its irreducible event: the sale. However sophisticated strategy, branding, operations, or innovation may be, they only matter insofar as they culminate in a customer choosing to buy. The metaphor of a momentary “wedding” stresses reciprocity and commitment: a sale is not merely extraction of revenue but a temporary alignment of interests in which the firm promises value and the customer confers trust and payment. The qualifier “at least momentarily” also implies fragility—this bond must be renewed repeatedly through service, quality, and continued relevance. The line fits Peters’s broader insistence on customer-centricity and execution over abstract managerial theorizing.