CONTENTS
Introduction: Seeing the Forest for the Trees
1 Debunking the Myth: New Customers Will Not Save Your Business
The Allure of New Business Can Be Fatal
We’re All Addicted to Sex—and What That Means for Your Business
The Latest Boardroom Buzzword: Customer-Centricity
Introducing the Evergreen Marketing Equilibrium
2 Surveying the Landscape: The Essential Components of an Evergreen Organization
Orchestrating the Three Cs, So They Play in Harmony
3 Examining the Principle of Character: The Botany of Your Company
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