Often, "Customer First", or even "Customer as the Sole Purpose", has been touted as the golden principle to conduct business in our commercial world. But to a lot of people, practising it is not as simple as it sounds. People interpret the principle in their own ways and adopt different approaches in practice.This book develops a "Left-Right Circles" theory where customer needs are depicted as the "Left Circle". The book also analyzes various levels of customer needs and the key approaches to satisfying those needs. The "Right Circle" in this theory depicts how a company has to develop its own strengths as competencies. The book describes how as the Left and Right Circles interact, moving in sync in a perfectly harmonious manner, offering products and services that customers will repeatedly purchase a strong base of loyal supporters for the company is built. The Left Circle driven approaches are also applicable to serving customers and stakeholders. The approaches apply effectively to non-profit organizations as well as to companies. The theory is also applicable to interpersonal relationships, this enhancing harmony and joy in personal lives.

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