The purpose of every business ultimately revolves around creating value for customers. As the great management thinker Peter Drucker said, “There is only one valid definition of business purpose: to create a customer.”1 Most conscious businesses consider either their customers or their team members their most important stakeholder, but whichever one they consider their highest priority, the other is almost always a close second. Doug Rauch, former president of Trader Joe’s, views team members and customers “as two wings of a bird: you need both of them to fly. They go together—if you take care of your crew ...
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