When JC Penney decided to lower prices across the board and eliminate doorbuster sales, coupons and other manipulative tactics, their revenue dropped to the point that their CEO was fired.

Let's not forget about A&W and their famous 1/3 pounder debacle.

Unfortunately, treating customers like intelligent human beings is currently not a scalable business tactic.

> Maybe someday

I think we'll always get what we deserve. Some day that'll be better.

yes but .. no. This point of view does not address market segments, market demographics, expected and taken profit margin.. tellingly, even fails to distinguish between commodity markets, regulated markets and others.. This oversimplification becomes dangerous oversimplification when it stultifies intelligent conversation among peers. Never say "never"

I read this book. Loved it. Have applied many of the principles in it over the years and saw great results.

Smaller companies are a place where the ideas in that book can be put to significant advantage.