In Escorts, we were selling tractors, plenty of them through our dealer`s network all over India. We `learnt` from our collaborators, Ford Motor Co., that `Customer Is The Boss`. Nothing new! But we were able` to change the attitude of everyone involved` in regard to how` each team` member looks at the` customer-Banta & Banto-manufacturing` to marketing` and many activities` in between. A typical turban of the Indian farmer represented our customer who may not have been well educated but very wise through experience of farming operations. Repetition is mother of learning and we really never lost an opportunity to convey this `survival message` to every one regularly. Do customize the idea to your product and organization and take your time.