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Inspire!: Why Customers Come Back by Jim Champy

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Chapter 8What Could Be More Inspiring Than Enthusiastic Customers?

IT’S CALLED THE BIG GREEN EGG®, AND THAT’S PRECISELY WHAT IT LOOKS LIKE: AN OVERSIZED EGG—GREEN WITH A DIMPLED SURFACE, STANDING ON ITS CHOPPED-OFF SMALL END, AND PROPPED UP ON SPINDLY METAL LEGS. IT’S AN IMPROBABLE OBJECT OF DEVOTION. YET HUNDREDS OF THOUSANDS OF EGGHEADS ARE EAGER TO TELL YOU THAT IT’S THE BEST DARN BARBECUE GRILL AND SMOKER THIS SIDE OF ANYWHERE.

If you’ve never heard of the EGG®, it only means that none of your friends, relatives, or neighbors own one. Eggheads are tireless promoters who tell anyone and everyone that the ceramic cooker, derived from an ancient Oriental design, is the best possible way to prepare anything from steaks, fish, and hamburgers ...

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