CHAPTER 4

THE THIRD TENET

Customers Are People, So Personalize Their Experience.

Here’s a trivia question for you: Who said words to the effect of “It’s not personal; it’s just business”?

The answer is: well, a lot of people. If you answered Michael Corleone in The Godfather, you’d be right. If you named any major character in any film or TV drama about the Mafia since then, you’d probably be accurate, too.

Donald Trump uses the phrase occasionally on his television show. It was billionaire investor Carl Icahn’s description of the reasoning behind his massive investment in Herbalife.1 Gordon Gekko, the Michael Douglas character in the movie Wall Street, had his own version of it that he used to dismiss Charlie Sheen’s Bud Fox. It’s even in the ...

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