The Three Axioms of Successful Marketing
I wrote these in 1993 and they are still true today:
- We will be successful if we make decisions that are in our customer's best interests, while also achieving our corporate goals.
- The customer is not always right. Sometimes the customer is very wrong. That is when the job becomes more challenging.
- 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.
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