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When it comes to marketing, what you want is unimportant. It’s what your customer wants that matters.

It’s in your customer’s Unconscious Mind where all the action is.

If you know who your customer is – demographics – you can then determine why he buys – psychographics.

…if your customer doesn’t hear you, he’ll pass you by.

…every extraordinary business knows… that the customer you’ve got is one hell of a lot less expensive to sell to than the customer you don’t have yet.

When trust inside an organization is low, it gets perpetuated in interaction in the marketplace, causing greater turnover among customers, suppliers, distributors, and investors.

When employees aren’t trusted, they tend to pass that lack of trust on to their customers, and customers ultimately leave.

Research clearly shows that customers buy more, buy more frequently, refer more, and stay longer with companies and people they trust.

…a ‘brand’ is trust with the customer, trust with the marketplace, or even more boldly, ‘trust monetized.’

Bad bosses drive their best employees and eventually their best customers away.