"If you do not care about your end user immensely, especially in the next few years, your brand will die."

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Everyone has failed, everyone has misspoken, everyone has meant well but done the wrong thing. Your favorite restaurants, cafes and books have all gotten a one-star review along the way. No brand is perfect, no individual can pretend to be either. Perfect can't possibly be the goal, we're left with generous, important and human instead.

— Seth Godin