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Reinventing the Wheel by Chris Zane

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a winning proposition
WHEN IT COMES to marketing a business and building a brand, the goal should be promoting how that business is different from every other business out there. The one program that is most connected with the Zane’s brand has to be our lifetime service guarantee. That means that anyone who buys a bike from us can bring that bike back in for any needed tune-ups and repairs that result from everyday riding wear and tear for the entire life of the bike. When we started the program back in 1995, opinion was split about it: our customers absolutely fell in love with it although my competitors and other supposed experts were convinced it was going to lead me into bankruptcy.
It was Donna Fenn of Inc. who really stoked our ...

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