PREFACE
I’M A BUSINESS CONSULTANT, and my neighbor is the CFO of a Fortune 100 company; we talk about our work a lot. We once spent an entire barbecue talking about supply chains. So of course I told him about this book, and I was taken aback when he said, “Why are you writing about customers? Every business leader knows customers are important. It’s a cliché. You’re talking motherhood and apple pie.”
“If you put it like that, yes. But knowing and doing are two different things.”
This book is about the doing. Even executives who claim that customers are important don’t always know what their customers’ needs are or how to deliver them. Some know but are afraid to try. And some won’t even try. Over the years, I’ve consulted with leaders at more ...
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