The reason I bought this book is purely out curiousity on the subject. I got this one along with the one by Ludwig Van. One sentence in this book has had a profound impact on how I do what I do. I will state it below."... the customer is right, always right. If you don't believe this, you will not work here. He is right even if you don't know why. Your job is to find this rationale and learn why he is doing what he is doing." - An old IBM saying... .This is explained with a great example to support it, in a manner in which one could directly apply it to their work. I am product manager and I have been successful taking this as a guideline.Jamshid, I owe you one. Thanks. P