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I was awed. Here I thought I was only making a quick visit to stop that flashing red light on my gas gauge, but I was actually getting Experienced. Jimi Hendrix would be proud.
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"We want to help our customers achieve a higher level of Convenience Store Satisfaction every time they visit."
"I think you're right, J.B., but I think there's more to it than just a visit."
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"By God, that's it exactly! It's not just a trip to the gas station - it's a Convenience Store Experience! Well, ladies and gentlemen, I think we've accomplished what we set out to do today. Anyone want to join me for a couple single-malts to celebrate?"
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Unfortunately, it's all too common. At many companies, decision-makers spend so much time listening to each other that they begin to believe their narrow, limited, and often contrived vocabulary represents common speech. The result? Impressive-sounding phrases that are really nothing more than nonsense.
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While his competitors were busy giving their expense accounts a workout, Leo dined quietly at a lunch counter frequented by the everyday folks who bought his clients' products. He listened to their conversations and captured the words and phrases they used. He encouraged his staff to do the same, and evaluated new ideas on how well the prospects would relate to them.