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Doing 4% less does not get you 4% less.
Doing 4% less may very well get you 95% less.
That's because almost good enough gets you nowhere. No sales, no votes, no customers. The sad lie of mediocrity is the mistaken belief that partial effort yields partial results. In fact, the results are usually totally out of proportion to the incremental effort. [...]
Seth Godin
Buy this book from Amazon.com
"For many years as a private company, Domino's really benchmarked against itself, without looking at the outside world. We were proud of the fact that for many years we had positive same-store sales, which is a big financial indicator of growth and success in the retail world. Well, that was the good news.
David Brandon, Chairman & CEO of Domino's Pizza
Brand Autopsy reminds us that once upon a time great companies built their business on an ironclad guarantee of customer satisfaction.
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