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The Three Axioms of Successful Marketing

I wrote these in 1993 and they are still true today:

  1. We will be successful if we make decisions that are in our customer's best interests, while also achieving our corporate goals.
  2. The customer is not always right. Sometimes the customer is very wrong. That is when the job becomes more challenging.
  3. It's always easy to do business when everything goes right. It's when things go wrong- your fault, my fault, nobody's fault - that you show your real value to your customer and earn their loyalty.

-Bill Giovino

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Created:18-Oct-2000, Updated:29-Jan-2013
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