Chapter 2
Customers’ Rules
There is never a good sale for Neiman Marcus unless it’s a good buy for the customer.
—Herbert Marcus, advice to his son Stanley Marcus, circa 1926
In 2006 AOL suffered a completely avoidable and costly self-inflicted injury to its reputation. The story of how and why it happened, in full view of the public, serves as a cautionary tale for all business leaders. But the story also highlights the crucial importance of a strategic asset that CEOs must not fail to protect and cultivate—a culture that understands that profitability and competitive advantage depend on having a customer-centered organization.
The AOL misadventure ...
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