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“Customer bonding is the driving force in strategy.” - Arnaldo Hax

This statement from the legendary MIT business professor Arnoldo Hax totally changed how I think about everything I do in business. He taught me that the purpose of all activities of the company is to create bonding with the customer.

"You don't win by beating the competition. You win by achieving customer bonding"

What is “customer bonding”? Hax says customer bonding is when you have become integral to the customer’s success. In other words, you know you've achieved customer bonding when the customer can no longer visualize their success without you in the picture.

How does Hax suggest companies accomplish this? His approach is simple yet transformative →

► Customer bonding is the result of taking responsibility for the customer's success.

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