Nothing is generated until something is sold, but what is the value (not cost) to a business of the PEOPLE on both sides of the transaction? From the business' perspective, having good employees (who bring certain skills/abilities) and products/services for sale must mesh with having customers who possess 'ideal customer' characteristics. Regardless of the business you are in, what is one over-arching tenet YOU FEEL is important to keep in mind 1) for the business and, 2) for the customer? Why?