I asked my students whether they would go back to Gillette if the company reduced its replacement blade prices to match DSC’s. Their response: a near-unanimous no. That’s understandable. Just as people who leave abusive romantic relationships are loath to return, so, too, are customers in abusive commercial relationships. Going against the customer’s desires can work for some time, but not forever. Eventually a new company arises to offer customers what they really need. The simple truth is this: there is no larger risk to your business than going against customers’ needs and wants.
