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The Customer’s MissionCurrent Dissatisfaction

Too often we enjoy the comfort of opinion without the discomfort of thought.

—JOHN F. KENNEDY

THE BIG IDEA

The single greatest predictor of urgency is dissatisfaction.

THE IMPLICATION OF LIFE IMPROVEMENT

I have seven black dress belts. Seven. Who in the world has seven black dress belts? Well, I do. And it’s not because I’m some sort of fashion connoisseur who collects belts the way Imelda Marcos collected shoes.

So why do I own seven black dress belts? Here’s a hint: I bought six of them in hotel gift shops. Of course it makes sense now, right? The finest-quality dress belts are to be found only in hotel gift shops, correct? Or maybe it’s because the prices are so incredibly reasonable that there ...

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