"This is not a book about telling your company's story. A book like that would be a waste of time. Customers do not generally care about your story; they care about their own. Your customer should be the hero of the story, not your brand. This is the secret that every successful business understands." With these sentences, Miller begins this great, little book, which is closely related to its title.
This book is for those in business but could be used with other human endeavors. It teaches the businessperson how to sell their product or service. Even better, it shows how the businessperson can change the lives of their customers for the better. Most customers want this and the book will greatly assist you in performing this service. If you have some other endeavour, such as making a team or winning someone else's heart then there may be words of wisdom for you as well.
This summary will discuss the following three points:
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