CHAPTER 4
Defining Your Vision and Values
The most important aspect of any organization is the people it serves—both external and internal customers. The previous chapter outlined four approaches by which one can understand the “why” behind customer behavior, whether external or internal. Customers are like businesses; each one is unique, but they also have similarities that help us connect with them in meaningful ways. Compare any two organizations in the same field and you will often find two very different sets of customers. Although there are consumer patterns and trends, the best organizations are able to succeed by tailoring their products ...
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