If you dig deep into philosophy and theology you will find that all the major cultures in the world have a variation of the same theme when it comes to the Golden Rule. It is a part of the universal human condition.
The Golden Rule is to treat other people how you yourself would hope to be treated. When you massively exceed people's expectations by treating them the way they would like to be treated when delivering the product they need, you switch the dynamic around; because it's no longer about taking advantage of them. It's now about your customer giving you fair exchange for the value you offer –and that results in a very satisfied customer.
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