The fun of business is trying to figure out how to best satisfy customers’ true needs, knowing that if this is done properly, the “what” will follow. Concentrating solely on the “what” may not only encourage aberrant behaviors to meet objectives, but also result in self-defeating behaviors as well. One way to increase profits is to reduce costs by using, for example, lower grade ingredients or materials. But sacrificing quality for short-term financial gains is not a smart way to retain valuable customers.

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