If You Make Customers Unhappy In The

One Of The Huge Mistakes People Make Is That They Try To Force An Interest On Themselves. You Don't Choose Your Passions; Your Passions Choose You.

We've Done Price Elasticity Studies, And The Answer Is Always That We Should Raise Prices. We Don't Do That, Because We Believe -- And We Have To Take This As An Article Of Faith -- That By Keeping Our Prices Very, Very Low, We Earn Trust With Customers Over Time, And That That Actually Does Maximize Free Cash Flow Over The Long Term.

Percentage Margins Don't Matter. What Matters Always Is Dollar Margins: The Actual Dollar Amount. Companies Are Valued Not On Their Percentage Margins, But On How Many Dollars They Actually Make, And A Multiple Of That.

If We Can Keep Our Competitors Focused On Us While We Stay Focused On The Customer, Ultimately We'll Turn Out All Right.

If You're Truly Obsessed Over Customers, It'll Cover A Lot Of Errors.