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The most dangerous sentence in business isn’t a complaint. It’s not a cancellation. It’s not even silence. It’s the phrase you hear at a dinner party, or in a coffee shop line, or during a chance meeting at a conference. Someone says, “Oh, I love that company. I’ve been a customer for years. Why are you asking?” And then they do nothing. They mean it, genuinely. They’d recommend you in a heartbeat. But they won’t. Not because they’re selfish, not because they’re lazy, but because nothing in that moment—that fragile, three-second window of goodwill—prompted them to act. You’ve likely felt this yourself, on the other side.
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