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Little Things Mean a Lot

It’s not the one thousand dollar things that upset the customer, but the five buck things that bug them.

—Earl Fletcher

Sales and Management Trainer, Volkswagen Canada

New arrivals to the combat zones of Vietnam quickly learned that the difference between a veteran and a novice was far more than war stories. They had an expression for it on the front lines: “grunt eyes.” Grunts were the enlisted ranks of the infantry—low rank, little prestige, people whose job description started and ended with the simple requirement, “Do what the ‘old man’ tells you to do.”

Those with grunt eyes were able to see things a new in-country recruit would completely miss. And there was little correlation with rank. Whether you were a captain ...

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