Success often leads to arrogance, and arrogance to failure.
Objectivity is crucial. When organisations become successful, they tend to become less objective and often substitute their judgment for what the market wants.
The ego is helpful as a driving force in building a business, but it becomes problematic when the ego is injected into the marketing process. One way for a CEO to gather objective information is to go in disguise or unannounced to get an honest view of what's really happening.
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