Preface

Anyone who is intrigued by the notion that 1+1 can equal 3 should read this book. This is the concept of synergy, or earning more returns together than you could have earned alone. Before I earned my PhD, I worked as a manufacturer sales rep and had to sell a rattan furniture line to wholesalers, retailers, and distributors. I would troll the hallways of the High Point Furniture marketplace, trying to convince potential customers to adopt our line. Some customers were difficult: They didn’t respond in a timely manner, they rarely gave me enough—let alone relevant—information, and they were always nickel and diming me. In short, they were a pain in the butt. But a few customers always were delightful to work with; they were cooperative, ...

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