Ch. 1 False Assumptions 1Ch. 2 Value is the New Profit 15Ch. 3 Customers are a Scarce Resource 37Ch. 4 In the Long Term, the Good Guys Really Do Win 57Ch. 5 Increasing the Value of Your Business 79Ch. 6 Culture Rules 97Ch. 7 Capitalism Redux: Greed Is Good, But Trust Is Even Better 117Ch. 8 Customers and Honeybees 131Ch. 9 Oops! Mistakes Happen: Recovering Lost Trust 151Ch. 10
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