Frederick A. Crawford Books
The Myth of Excellence
By Fred Crawford, Ryan Mathews, Fred Crawford Ryan Mathews
Ex•cel•lence (n.) 1. The clearly false and destructive theory that a company ought to be great at everything it does. 2. A mistaken goal in which the predictable outcome is that the com...
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The Myth of Excellence
By
The Undiscovered Consumer . . .and the Mistake of Universal ExcellenceWhat do customers really want? And how can companies best serve them? Fred Crawford and Ryan Mathews set off on what they descr...
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