Chapter 4:Customer Focus

“We thought that we were selling the transportation of goods; in fact, we were selling peace of mind.”

Fred Smith, CEOFederal Express,Fast Company, April 2000

Visit a game of the St. Paul Saints, a minor league baseball team located in Minnesota. Do you watch intently for two and a half hours as no-name players get hits or strike out? Probably not. You watch the mascot, a piglet being chased around the infield. You finally get a haircut in the stands. You treat yourself to a massage. You dine at one of the high quality booths set up by local restaurants. Furthermore, you enjoy the setting of the sun on a cool summer evening; you are not indoors like the major league team across town. The St. Paul Saints know that they ...

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