What customer segment can you serve best?

By Joe Murtagh

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Southwest Airlines founder Herb Kelleher knew the company was in trouble when his sister-in-law raved that she had received magnificent service on a Southwest flight. He asked how many people were on-board. Two pilots, three flight attendants…and his sister-in-law. After 18 months of operation, the airline had lost more than $5 million.

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