“If you don't have trust inside your company, then you can't transfer it to your customers.”
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“A company may be the de jure owner, but customers are the de facto owers of the brand.”
“It is a company's customers who effectively control what it can and cannot do.”
Source: Disruptive Innovation: The Christensen Collection (The Innovator's Dilemma, The Innovator's Solution, The Innovator's DNA, and Harvard Business Review article