Vaughn: Your job is to create loyalty. You've got to focus on controlling the conversation and creating a good word of mouth by doing the right thing every time. If you're when a customer goes out and gets a fucking tattoo of your company's logo on their arm chances are they're probably not going to go buy a yamaha. The better you handle these experiences, the better you handle providing solutionsyou end up in a situation where you don't have to spend money dude.