From the opening of Hard to Believe by John Macarthur:
"The first role of successful merchandising is to give consumers what they want. If they want bigger burgers, make their burgers bigger. Designer bottled water in six fruit flavors? Done. Minivans with ten cup holders? Give them twenty. You've got to keep the customer satisfied. You've got to modify your product and your message to meet their needs if you want to build a market and get ahead of the competition.
Today this same consumer mind-set has invaded Christianity..."
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