Fadi Amoudi

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Customers rarely leave you for something better. They leave for something that asks less of them. That distinction gets lost in most companies, because better is what people are trained to fight for. You can put better on a slide. You can benchmark it, price it, and be proud of it. Effort is much harder to see, especially the effort you've been asking of customers for so long that it stopped registering as a cost. One extra field at checkout. A delivery window that suits your warehouse instead of their afternoon. …

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