We must be willing to take those truths seriously in defining value and developing a business strategy. Counting hits on websites is one such example. And when all is said and done, the overwhelming likelihood is that you would rather own than rent a customer. Otherwise you'd be reading an excerpt from some other book, maybe How to Win Big, Fast, and Easy in Las Vegas . You start by filling in the central element that was missing in all of the above.
Customer value is the basis upon which all business success is built and it is being forgotten.
As I said at the outset, you need to have an ongoing, real dialogue with your customers. From that dialogue you'll come to understand their values, day in and day out. And from that dialogue, your customers will also understand your values and come to have faith in your commitment to them. Only human voices credibly express human values. About the Author Dr. Robert Passikoff founded Brand Keys in 1984.