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By Guy Kawasaki

A rogue company strategist and Macintosh professional bargains irreverent, unconventional, and severe suggestions in revenues, advertising, construction, and human assets to make one's corporation extra aggressive. 40,000 first printing.

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In addition, a small staff of former field technicians answers technical questions. In some cases, they assist customers who are attempting do-it-yourself repair jobs after a purchase has already been made. GE advertises its 800 number in the phone book, at trade shows, on television, and in product literature. Customer complaints, concerns, and suggestions are all recorded and routed to the appropriate product manager. The advantage of the open-channel method of knowing your customer is that it enables you to know your potential customer—as well as people who have already done business with you.

C. / Why do I work for this company? ' d. I'm glad I did this exercise before my boss did. with the customer is that it reduces the likelihood of being blindsided by changing tastes or a competitive product. It also bonds a company to its customers—making it more difficult for the competition to steal them away. However, customers whom you're close to seldom give tough feedback—just as people hesitate to tell a close friend that he or she is doing something wrong. To combat this, set up a "council meeting" where several customers can give you feedback at once.

Figuring out what the competition was doing and what to copy was probably second nature to him. But how can the rest of us reach this enlightened state? First, be thorough. Many companies concentrate on side-by-side feature comparisons of products and stop there. However, the product with the most features may lose in the marketplace because people buy things for reasons that often don't show up on feature lists—for example, a company's reputation for service and support. It pays to examine all the benefits of doing business with your competition.

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