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There is little doubt that the Toyota Car Corporation makes one of the best cars for the average car owner. Year after year, surveys confirm that Toyotas, are safe, reliable and their owners are among the most satisfied among all car owners. So why are Toyota sales declining and the company losing money and what does this have to do with dentistry and my office?
Many of us grew up with the belief (or were actually told by our parents) that the cream rises to the top and that if you were among the best at what you did, folks would beat a path to your doorway and you would be successful. One of my friends repeated an old cliche while at dinner when she said, "If you build a better mouse trap people would come."
The fact is that building great cars or doing wonderful dentistry no longer translates into how well you will do in business. I haven't put my finger on it, but there has been a fundamental change in our thinking as a country. We don't automatically look for 'the best' and that is probably due to the fact that it is hard to trust. If you can't trust car companies or dentists, you might as well buy the cheapest. Excellence costs more in the beginning but it has greater value long term. Please buy excellence.
