"I feel like there's this misconception that immigrants come here and just don't care about the system and paying taxes, and that's not true. My father was desperately trying to be a legal contributor to this society."

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Often people say they can't base their strategies on customers because customers make unreasonable requests and because customers vary too much. Such opinions reveal serious misconceptions. The truly outside-in company definitely does not try to serve all the needs of its customers. Instead, its managers are clear about what their organization can and should do for customers, and whatever they do they do well. They focus.

— Barbara Bund