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18 Concentrate on the Customer

No man has ever risen to the real stature of spiritual manhood until he has found that it is finer to serve somebody else than it is to serve himself.

—WOODROW WILSON

We have entered the “age of the customer.” We know today that the real purpose of a business is to create and keep customers. To achieve any level of business success, customers must become the central focus of every activity. Profits in a business are the result of creating and keeping customers in a sufficient number and at a reasonable cost.

Customers pay all salaries and wages. Customers determine the success or failure of companies and of everyone in the company. Sam Walton, the founder of Wal-Mart, once said, “We all have one boss, the customer, ...