The document contains quotes emphasizing that customers are the most important part of any business. Sam Walton notes that customers have the power to fire everyone in a company by taking their business elsewhere. Steve Jobs also stressed the importance of starting with the customer experience rather than the technology when building a business.

6. Fonte: Google

12. There is only one boss.
The customer.
And he can fire everybody in the
company from the chairman on
down simply by spending his
money somewhere else.
Sam Walton

26. “ You’ve got to start with
the customer
experience and
work back toward the
technology – not the over
way around. ”
Steve Jobs at the World Wide Developers Conference in May 1997