“If customers are not at the centre of how we design our business – the products and services, the structures and processes, and the culture
– then sooner or later we’ll find it on a downward spiral. But Mark’s approach for how to put customers at the centre of our businesses creates a virtuous cycle fed by the goodness of our relationships with our customers. First, we make things better for our customers. Then, they make things better for our business through their loyalty and advocacy. And then we can continue to make more things better for more customers. Profit by Design should be the canvas on which any new or evolving business strategy is designed.”