Seth Godin, talking about the need of business to change their clients:
You can understand Apple Computer if you understand them as a company who wants to give their customers better taste.
Apple is organized around the idea that you show up, and after you leave, you can’t use their competition, because their competition seems tacky, because their competition doesn’t seem elegant, because their competition doesn’t seem as powerful.
They have changed you. They have changed your preception of typography. They have changed what it means to walk into a retail establishment. That change is what they do for a living.
(The Modern Marketing Workshop, the Action Theory of Marketing (Emotions, Change, Alert, Share).)