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If you want to earn a lot of money, you have to give to your customer more than he expects, even if you lose money.

Pay attention to one important thing: if you continue to lose money to create a happy customer, you should re-set your business architecture. There is nothing that has so much value for the economic success of any business like a customer who is really happy with what you have given to him.

The counter-intuitive principles of business are those principles which, at first glance, go against logic and which are followed by a small minority of people who clearly inherit all economic success.