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The cost to me of doing business with you should be zero.
My business has value for you. Capturing that value is your business.
Don’t make me work to give you my money.
I won’t be bedazzled by your flashy front end – however challenging it was for you to design and deploy.
I want only for you to remove the friction from me using your services to achieve my objectives.
Provide that framework – make it usable, reliable and secure – and we may be partners for life.
If you force me to work in a particular way – a way which suits your organisational structure rather than mine – I will actively seek alternatives.
Match your purpose to mine – help me achieve my goals. That’s how to create a sustainable business. Fruitfully free of friction.