The paranoia is not about the customer but what the other guy in this business is doing to the customer.

The underlying truth is that a product or a service, which satisfies a particular customer need, will continue to be regarded as good quality as long as competition allows it to be.

You can delight customers only once by one initiative. The bad news is that there is no direct correlation between sales and such delight. No delight is possible without an interwoven sacrifice for the incremental element. And then that element of delight is a one-time thing.