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RECENTLY I WAS TALKING with a colleague this week at a Conscious Capitalism meeting. We were exploring why customers should even care about the character of your business.

It’s a great question, and an area which is shifting.

Customers look for the best deal, right? So they’re not going to let you get away with even two percent higher prices just because you think you’re the “good guy” in the industry. But there are many, many counter-examples.

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