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Competing for Customers: Why Delivering Business Outcomes is Critical in the Customer First Revolution by Craig LeGrande, Amir Hartman, Jeb Dasteel

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1. Two Meta Trends Shaping the Competition

“A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large.”

–Henry Ford

Though it may seem like an old-school truism, it has taken businesses quite a long time to realize the importance of “putting customers first.” But they are starting to finally get it. Indeed, as we’ll explain shortly, they may have no other choice if they expect to survive the onslaught of two “meta trends” we describe in this chapter.

Over the years a lot of companies have spent significant sums in their effort to understand their customers. Many were inspired by the ideas of Don Peppers and Martha Rogers, whose groundbreaking book, The One to One Future,1 introduced the ...

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