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Turn Friends Into Customers And Customers Into Friends

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Executive Summary

In business, the common goal is to make money, so it is tempting to focus on that. But the best generalization about making money in the long run is that it comes from building great relationships with customers so they keep coming back for more, during good times and bad. And the best generalization about building great relationships with customers is to avoid trying to fit them into pre-defined and artificial categories, but to satisfy them as individuals. That is what the big companies all try to do, but all the expensive research and all the clever systems only serve to deliver an extensive and well-designed range of pigeonholes to fit people in.

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