The companies that develop the deepest connections will generate more value for their customers and employees (and shareholders).

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The race is to develop new services to meet the needs of ever more demanding customers.

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As the leadership attempted to implement this change they realized that, in order to develop a workforce that could listen and interface more effectively with customers, their management team needed to listen and interface more effectively with the workers on the frontline.

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The relative ease with which companies can develop peripherals for Apple is made all the more appealing by the fact Apple customers have proven themselves only too happy to shell out money to accessorize their iDevices.

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"We need more people to sell or implement those products for customers, and we are eager to hire more engineers to develop more products quickly, " Bansal says.

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The goal is for the systems and processes that Fohn, Schulte, and DeFrank develop is to preserve the best of WhiteHat so that its existing customers do more business with the company even as it attracts new ones.

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As these were adopted by customers at scale, new entrants could swim upstream, develop higher quality products, and drive out the more established players.

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