Customer Focus (how to treat customers). Examples of Customer Focus principles....

* We serve our customers; we do not control them.

- We do not presume to know our customers' businesses better than they do. We do not do what we think is "best for the company" or "best for our customer's customers" (second guessing our customers); we help our customers succeed with their missions as they perceive them by serving their expressed needs.

- We tailor our products to meet the unique needs of our customers, not presuming that "one size fits all." To do so, we make every effort to understand what customers need and value.

- We offer customers alternatives representing various levels of functionality and price points (eg, Chevrolet, Cadillac, and Rolls-Royce) for a given requirement, and give our customers the choice.

- We do not preempt our customers' right to decide precisely what they buy, or what they do with the products they own.

- We help our customers make wise purchase decisions by providing them with an understanding of everything they need to know from us to decide, including at least the following for each proposed alternative:....

- We help customers choose among our alternatives by facilitating their understanding of which alternative best matches their values; but we do not make recommendations based on our values or on our presumed understanding of their values.

Full database of cultural principles (ideal practices)....