The most profitable firms invariably have the best communication with their customers. They listen to what customers want and constantly refine their goods and services to better meet customer needs. They then educate buyers as to why their products or services are best, and provide high levels of product knowledge and customer service. As a result, those companies are appreciated - and paid - for their efforts. No company can meet everyone's needs. Every company is a "good fit" for some buyers and a "poor fit" for others. Much of that fit is determined by whether customers are interested in obtaining the lowest price, highest quality, or best value. To be successful, pick the market segment that offers you the best opportunities, then do what it takes to excel in that segment.