Chapter FourYou Make It Easy for Me

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In the good old days, companies made it easy for customers in many ways. Just like in the movie Back to the Future, the gas station attendants not only filled your tank but also cleaned your windshield and topped up your tires. Butchers, bakers, and others delivered to your door. Grocery store clerks packed your bags and carried heavy items to your car. Doctors made house calls. Often sales reps or service providers hid complexity by helping customers with application forms or researching alternatives. Part ...

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