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The Myth Of Excellence: Why Great Companies Never Try To Be The Best At Everything-new Martin Hakubai Mosko New York Times Bestselling AuthorThe Undiscovered Consumer . . . And The Mistake Of Universal Excellencewhat Do Customers Really Want? And How Can Companies Best Serve Them? Fred Crawford And Ryan Mathews Set Off On What They Describe As An 'Expedition Into The Commercial Wilderness' To Find The Answers. What They Discovered Was A New Consumer One Whom Very Few Companies Understand, Much Less Manufacture Products For Or Sell Products Or Services To. These Consumers Are Desperately