Book Excerpt: 'Return on Customer: Creating Maximum Value From Your Scarcest Resource'
Without customers, you don't have a business. You have a hobby.
The problem is that business success is extremely difficult today -- probably more difficult than it ever has been. All the easy growth has now occurred. Every household in the industrialized world already has one or two or more cars, a washing machine, television sets in different rooms and a cell phone (or several). Once an economy matures, customers are no longer so hungry to buy, but businesses are even hungrier to make sales.