Minding the Store Quotes

“We want to sell satisfaction, not just merchandise. We propose to sell the satisfaction which the uninitiated customer thinks she should receive, even though we, as professionals in our field, know she’s expecting too much. This may prove expensive to us, and a few may take advantage of this policy unfairly, but we are convinced that adherence to this idea will cement our customers’ loyalty to Neiman-Marcus.”
― Stanley Marcus, Minding the Store