Listening to customer 'wants' and delivering at a lower cost has a greater impact on business success than continuing to produce a service/product that is believed to be required, at a higher rate than the competition.
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Traditional moguls, start-up pioneers and business gurus alike, they are all saying pretty much the same: while most of us weren’t looking, all the rules have changed. The rules have been modified so much that we are actually playing a different game now. The very nature of the customer, the market and therefore of the organization has transformed while a lot of companies are still playing by the old rules.
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