If you choose to be in the dog food business…
Be delighted to eat dog food.

It makes no sense to disdain the choices your customers make. If you can’t figure out how to empathize and eagerly embrace the things they embrace, you are letting everyone down with your choice. Sure, someone needs to make this, but it doesn’t have to be you.

If you treat the work as nothing but an obligation, you will soon be overwhelmed by competition that sees it as a privilege and a calling.

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