Rather than thinking in terms of markets, a more…

Page 15. Rather than thinking in terms of markets, a more fruitful approach is to view business as a chain of satisfaction. Fernando first needs to hire someone to join his team. Can he expressed his vision in a manner that will persuade the bright young executive. we must treat people in advertising as we treat them in person. Center on their desires. Consider the person who stands before you with certain expressed desires. However, big your business, get down to the units, for those units are all that make a size.

— from Leadership & Business (Leadership/Business) · How to Understand Everything, Consilience: A New Way to See the World

In the book

Any business that doesn't create value for the people it touches, however shiny it looks on the surface, is on its way out. Treat the business as a chain of satisfaction: get down to the individual person in front of you, with real desires, because those units are all that make a size. Watch for your customers' moments of dissatisfaction and step in to help — offering help in a hard moment is its own reward, and it happens to be good business too. — Leadership & Business (Leadership/Business)

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