We want to be preferred and profitable
Being preferred implies that we are the number one choice - and we can not
hope to be preferred by all.
For those who prefer us we understand that it is a privilege which requires
a dedicated, innovative effort.
You can easily be preferred and loose a fortune, so the two go hand in
All in our organisation, not only the commercial people, must have a view
to profitability, so that we can continue to be preferred in the future.