PRESIDENT'S MESSAGE
THE MEANING OF "VALUE"
Just as a lark, I looked up the word "value" on the internet
using a search engine, and found 767,170 hits on the day I looked.
Scanning down the first couple of pages, I found a wide variety of
services and products that promised value in one form or another.
Of course, who is going to say that their company doesn't offer a
good value? To me, the word is so over-used that the meaning is lost.
Since I use the word a lot myself when I describe my company, it's
only fair that I take another look at it. First, value is relative
and only derives meaning when viewed from the customer's perspective.
The customer is the only person who can give real meaning to the
word. If I buy from you, I'm the one who decides whether or not I
received a good value. If you buy from me, you make the call. So,
what can I say to prove to you that we strive to put value in every
purchase? We offer a guarantee, but to some even that's not enough.
The truth is only you know the answer. No amount of talking or promising
on my part will convince you that we offer the best value in the
industry until you prove it to yourself. Help me out here, please.
If you are a regular customer, drop me a note and tell me what you
think of your value. Should this be your first purchase, let me know
personally as soon as you use our product. I'm anxious to use "value" as
a part of my marketing again, but I want it to come from you and
not me.
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