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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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PART     I

Setting Up for Failure

Thomas Edison could have been talking about the Customer Trap when he observed, “many of life’s failures are people who did not realize how close they were when they gave up.”

For companies who initially pour all that they have into building great products, services, and brands, nothing is more depressing than watching them fail when it comes to the critical next step. Still, falling into a dysfunctional relationship with a Mega-Customer is not something that just happens, but is an intentional strategy.

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