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Everything Is Personal
That Includes the Relationships Your Customers Have with You
With the three words of our chapter title—“everything is personal”—you understand why relevance is so important. Want proof? You need look no further than the local Cineplex or the flat-screen television on your family room wall:
You have seen the scene a thousand times in the movies or on TV.
Two people have been working on a possible deal. Our hero desperately needs the agreement to save the farm; stave off bankruptcy; keep the bank from foreclosing; pay for grandma’s operation; get funding for his BIG IDEA (which will allow him to win the girl), and he thinks he has convinced the other person—usually someone who already has a lot of money and/or power—to ...
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