"If they did ask, the customer comes first so we would do it, " says Gina Curtis, secretary to chef Alain Roux.

BBC: Doggy bag: Why are the British too embarrassed to ask?

The public face of Goldman has been to repeat the mantra that the customer comes first, but those in the bonus pool or vying to become a managing director seemed to have mastered a completely different ethos: the cultural distinctions of shrewd, smart, aggressive and hard working more than the ethical distinctions of whether you would sell this product to your mother.

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The other side claims that customer experience comes first and should drive business strategy.

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In his work, and as a frequent guest on my radio program, my friend Peter has proposed that the highest possibility of entrepreneurial success comes from identifying a customer desire first and then creating a solution.

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