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Twenty years of America’s Global War on Terror produced little tangible success while exacting enormous harm. In Iraq and Afghanistan, the United States sustained tens of thousands of casualties, expended trillions of dollars, and inflicted massive suffering on the very populations that we sought to “liberate.” Now the inclination to forget it all and move on is palpable. But there is much to be learned from the immense debacle. And those who served and fought in these wars are best positioned to teach us.

A comprehensive, insightful, and practical guide to transforming your customer value and costs of service. In Demand, in Command is essential to anyone that considers the growth, allegiance, and advocacy of customers at lower operating costs paramount. This book gives you immediate access to shrewd, insightful, and comprehensible advice on customer strategy, digital optimisation, and organisational transformation. Put simply - if you sell to or serve the public in any shape or form, this book is a must for you.