"Jumping over the dollars of tomorrow for pennies of today" concludes our guest Michael Furman. Customers are not loyal to the best product, so what are they loyal to? Even though the price point is important what customers care above all, is a great experience. One of the main mistakes companies make is believing that customers think the same the company managers think. Listen to the whole (very insightful) episode to hear the essential takeaways Michael shares from his 30-year-long experience.