CHAPTER 7
Be Remarkable
Not Merely Satisfactory
On a recent Christmas day, my wife Karen and I drove over to visit our son Bill and his wife Alicia—our Apple Store newlyweds, introduced in the preface—at their new house.
At one point while we were catching up, I asked Bill if he’d observed any remarkable customer experiences over the holiday season. I confess, I was hoping to pick up some fresh new Apple stories. Instead, Bill shared a recent experience he’d had with Amazon, a story that illustrates why many Amazon customers have come to love that company as much as its investors do.
Ironically, the story he told me is likely to make a traditional financial-capitalist investor wince.
Bill explained that he had purchased a going-away gift for ...
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