PART II
Avoiding the Trap
Criticism simply for the sake of criticism is the purview of only a select few. Those who critique books, movies, plays, and restaurants, for example, do so knowing full well that their criticism goes only as far as their personal tastes.
In business, such an approach to criticism is anathema. If someone seeks to disparage a particular business practice, they should have a viable alternative. If they do not, they better step aside.
If the Customer Trap has taught us anything, it is that much of the thinking around sales and distribution is gravely flawed. Part I of this book is our critique. In Part II, we show how a company can avoid the Customer Trap in the first place.
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