“If you think about it, shouldn't we be spending more money against qualified prospective buyers versus shots in the dark at bagging a random stranger? Of course we should. It's a complete no-brainer. (p. 8) ... Our cardinal mistake is to forget that it is these four simple truths (or metrics) that keep us in business: 1. Getting more customers to buy from us; 2. More often; 3. To spend more with us in the process; 4. AND to recommend us to their friends (p. 15)”