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This story appears in the November 1997 issue of Business Start-Ups magazine.

What's the measure of success in ? For somesmall-business owners, it's a big bank account. For others,it's a large staff. But according to the results of a recentsurvey for Business conducted by Roper Starch Worldwide,more than half the American small-business owners surveyed citedcustomer satisfaction as the true measure of entrepreneurialsuccess.

"Small-business owners and executives are much closer tothe front lines of their operations, so they recognize thecontributions that a satisfied customer base can make to acompany's long-term success," says Patti Manuel, presidentof sales and for Sprint Business. "Our own ongoingresearch has shown that this type of long-term thinking has come tocharacterize businesses of all sizes."

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