If You Treat Your Employees Like Mushrooms

Traditional Sales And Marketing Involves Increasing Market Shares, Which Means Selling As Much Of Your Product As You Can To As Many Customers As Possible. One-to-one Marketing Involves Driving For A Share Of Customer, Which Means Ensuring That Each Individual Customer Who Buys Your Product Buys More Product, Buys Only Your Brand, And Is Happy Using Your Product Instead Of Another To Solve His Problem. The True, Current Value Of Any One Customer Is A Function Of The Customer's Future Purchases, Across All The Product Lines, Brands, And Services Offered By You.

Any Customer That Walks Away, Disrespected And Defeated, Represents Tens Of Thousands Of Dollars Out The Door, In Addition To The Failure Of A Promise The Brand Made In The First Place. You Can't See It But It's Happening, Daily.

Marketing Used To Be What You Say Now, Marketing Is What You Do. What You Make. How You Act. The Choices You Make When You Are Sure No One Is Looking.

If You Believe That A Given Situation Should Make You Unhappy, Then It Will, And The Unhappiness Will Then Reinforce The Condition.

Doing Justice To The Work Is Your Task, Not Setting A World Record.