Beware of all enterprises that require new clothes.
Henry David Thoreau

People and companies like to see their names in print, especially if it took some effort to find them. Chapters 2 and 5 include tips to help you find the real addressee even when the person is trying to be incognito.

We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better. Jeff Bezos