"If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great."

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Treat [the customer] as guests when they come and when they go, whether or not they buy. Give them all that can be given fairly, on the principle that ‘to him that giveth shall be given’. Remember always that the recollection of quality remains long after the price is forgotten. Then your business will prosper by a natural process.

— Harry Gordon Selfridge