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The Startup Equation: A Visual Guidebook to Building Your Startup by Ja-Nae Duane, Steve Fisher

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CHAPTER 14

We see our customers as invited guests to a party, and we are the hosts. It is our job every day to make every important aspect of the customer experience a little bit better.

Jeff Bezos, CEO, Amazon.com

ROI of Happy Customers

Back in 1995, Kevin Plank was captain of the University of Maryland football team. He realized a career in the NFL wasn’t in his future, but he saw an opportunity. Compression shorts stayed dry during practice, so he decided to take that material and make other athletic gear that would wick away moisture. After a year in business, he was $40,000 in debt and broke. Then, he made his first sale to Georgia Tech and a few dozen NFL teams followed suit.

With that first customer, the rest began to fall like dominos ...

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