Chapter 5. Customer Disloyalty

The real benefit of offering a well-designed product or service is the fierce loyalty it generates in your clientele. In this chapter, I'll show how that loyalty can buoy your company through the more difficult passages of business evolution and arm you against your competitors. I'll also show how vulnerable you are without it.

Desirability

Larry Keeley of the Doblin Group has created an intriguing conceptual model of three primary qualities in high-technology business. Keeley calls the first quality capability, and it is what technologists bring to the party. They ask, “What are we capable of? What is possible?” Engineers must know what can and can't be built. A product can't be a success unless it can be built and ...

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