I'm about half way into the textbook "The Customer Experience Edge" by Reza Soudagar, Vinay Iyer, and Dr. Volker Hildebrand. The thesis of the book is: The customer, and NOT the product or service, needs to be at the center of the entire enterprise. In my opinion, the authors are spot on and the book is a tremendous read. The book has me reflecting on one of my long held assertions around exercise; an assertion I adopted over 10 years ago. My assertion about exercise is analogous to the thesis of the book.
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