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Chapter Eight

You Help Me Be Better and Do More

Richard Branson was once asked to describe his general attitude toward business. “I have always said there is no point in starting your own business unless you do it to try and make people's lives better,” he answered. “I have often started my ventures out of a sense of frustration at what is on offer and with a view of creating something that will shake things up.”¹

Branson's attitude captures the essence of the final Me2B customer need: “You Help Me Be Better and Do More.” It is the most aspirational ...

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