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A business detective story, in which cherished
truths are systematically investigated—and frequently debunked."

- From the foreword by Dan Heath, coauthor of Decisive, Switch,
and Made to Stick

Download Free Tools to Reduce Effort

To Build Loyalty, Companies Need to Stop Thinking "Exceed Expectations"
and Start Thinking "Make It Easy"

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Most customers don't want to be dazzled; they want an effortless experience. Watch the 1-minute video to learn more.

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Free Tools to Reduce Effort

Access the tools and templates to apply right away to improve service, reduce costs, decrease customer churn, and ultimately generate loyalty.

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