Joseph A. Michelli is a speaker, author, and organizational consultant. He is the author of numerous national bestsellers, including "The Starbucks Experience," "The New Gold Standard," and the New York Times #1 bestseller "Prescription for Excellence." His new book is "The Airbnb Way: 5 Leadership Lessons for Igniting Growth through Loyalty, Community, and Belonging."
Business success is easy; you just have to meet your customers’ needs more effectively and consistently than your competition. At least that’s the idea. In reality, meeting customers’ needs is far from easy. The challenge starts with understanding what customers actually want and need, then taking it a step further to anticipate unmet, unstated needs. […]
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