When organizations reach scale, digital interactions belie our expectation that someone in charge actually gives a damn.

Once there’s math to do, the CFO does the math.

It quickly reveals that no, the search engine shouldn’t bother having a customer support team.

That UPS or Fedex should simply hang up on you if your package is only a few hours late.

They probably never cared, but now it becomes obvious to the customer that they don’t.

Two paths are available if you want to compete with someone who is doing the numbers:

  1. Care less than they do. Much less.
  2. Care more than they do. An unreasonable amount.

Either method can pay for itself.