"When you have a flaming hot donut in your hand and your trying to eat it your not worried about 10 and 2"

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My view is that everything begins with the customer. If you know the customer, then you can match the merchandise and then you can market it. The marketing is kind of the icing. The foundation is the cake. That's the merchandise. Then the question is, "Do the customers want cake, or do they want cupcakes or donuts. What is it?"

— Les Wexner