Ms. Alicia, tell us, what is the difference between a customer who is satisfied and a customer who is psychologically committed? Why does that distinction matter for revenue?

I think that there is Something that we need to admit, especially those of us who do B2B sales, those who are selling businesses to businesses, customers who are satisfied are always looking for a better experience.

And that doesn't necessarily even mean a better product.

But a lot of times we make emotional decisions and then we rationalize later.

So we might say things like, Oh, well, you know, that that product I bought is a little more expensive, but it's more premium.

It's more luxury because it's the way it made me feel.

Right.

What have you learned from being the interviewer, a side of the mic that has changed how you show up as a guest and as a business leader?

I bet so.

And that's because I live in a self-reinforcing cycle where it is what's discussed, it is what's talked about, it's what drives our economy, and it's the center of our world because it's the center of how we make money here in Iowa.

It is no different inside of your business.

So no matter how hard you try to step out, you will always care more about that business, and it is really, really hard for us to say to, to ourselves, to our team, "Hey, the customer actually does not care at all about our business.

They only care about themselves." The way we feel about our brand is the way they feel about themselves, so the only way to create experiences that are for your customer is to separate yourself from the things that you care about and work really hard to be empathetic to what your customer cares about.

Mm-hmm.

I loved that phrasing.

And so I started to have this conversation on "The Growth Signal" with people from all different industries and all different departments and all different experiences who think about the customer in any way, whether that's marketing, sales, customer experience, delivery, customer service, wherever you sit on the spectrum.