Manage for profitability, not sales volume Make customer value the guiding star. Let the customer define quality Measure and manage customer expectations Build customer relationships and loyalty Define the business as a service business Commit to continuous improvement and innovation IBUS 166 CULTURE Lars pemer. Instructor 7IBUS 166 CULTURE Lars Perner, Instructor 7 Manage for profitability, not sales volume. Make customer value the guiding star. Let the customer define quality. Measure and manage customer expectations. Build customer relationships and loyalty. Define the business as a service business. Commit to continuous improvement and innovation