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The Customer Trap: How to Avoid the Biggest Mistake in Business by Andrew R. Thomas, Timothy J. Wilkinson

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Preface

American business is dysfunctional. Small and medium-sized companies, the backbone of capitalism, have been lured into a misconceived and dangerous operational model. It works like this:

  • Step 1: Invest blood, sweat, tears, and money to start a new business or to innovate a new product or service.
  • Step 2: Sell to the biggest customer possible.
  • Step 3: Maximize the volume of sales to that big customer.
  • Step 4: Deal with the inevitable customer demands that are sure to follow.
  • Step 5: Try to keep quality and service at a high level while earning less and less.
  • Step 6: Lose money.
  • Step 7: Wonder what went wrong while trying to keep your head above water.

Much of what drives the high failure rates of businesses, along with the lack of success ...

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