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What does it take for a business-to-business company to succeed? The obvious answer is a hearty list of satisfied customers. But what does it take to keep such an impressive list in a competitive market? Failure Sucks! answers these questions in clear, concise, and clever terms that are much simpler and more sensible than a lot of what you've already heard. Failure Sucks! reminds us that, at the bottom line, it takes improvement to achieve success, and improvement requires change. To accomplish change, a B2B company must use customer feedback to assess its customer's satisfaction, needs, and desires and then do whatever it takes to make sure it meets all three. To make sure that achieving success isn't something easier said than done, Failure Sucks! includes numerous examples, checklists, and tips you can use to make sure your customer feedback program is geared toward driving customer success and, in turn, company success. Seasoned business executive Steve Bernstein brings over two decades of hands-on development experience to this topic-and, he also brings his trademark sense of humor. Even though Failure Sucks! tackles a heavy topic, it isn't a heavy text filled with technical jargon. The tone is intentionally kept light, and comical illustrations appear throughout.