“The first business of every business is to get and keep customers.”

“The first business of every business is to get and keep customers. Even if we concede that, all other things being equal, a better mousetrap will attract more customers than a worse one, the question remains this: What is better? Who decides, the engineer who invented it, the company president who authorized the money for it, the copywriter who did the advertising, or the customer? But how does the customer decide? Are his standards the same as the engineer? Will he believe the advertising copywriter? Obviously, the needs, attitudes, and problems of the customer are crucial in everything.”

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“The first business of every business is to get and keep customers.”

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