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| Chapter 2 |
Leading with Your External and Internal Customers
The most important aspect of any organization is the people it serves—both external customers and internal customers (that is, its employees, as we've explained). Customers are like businesses; each one is unique, but they also have similarities that help us connect with them in meaningful ways. Compare any two organizations in the same field and you will often find two very different sets of customers. Though there are consumer patterns and trends, the best organizations are able to succeed by tailoring their products and services to each customer's real wants.
World-class organizations ...
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