HBR's 10 Must Reads 2018 Quotes

“We argue that performance is sustained not by offering customers the perfect choice but by offering them the easy one. So even if a value proposition is what first attracted them, it is not necessarily what keeps them coming.”
― Harvard Business Review, HBR's 10 Must Reads 2018: The Definitive Management Ideas of the Year from Harvard Business Review (with bonus article “Customer Loyalty Is Overrated”)