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To succeed in business, you need to win the hearts of the people, says Noah Xie, the founder and president of KMIND, a strategic consultancy headquartered in Shanghai. It鈥檚 a lesson that Xie took from The Art of War, an ancient Chinese military text by Sun Tzu. It is important for companies to ask themselves why a consumer chooses their product over a competitor鈥檚, Xie told Professor Karl Moore in an episode of his CEO Series podcast on the iHeart Radio podcast network. By knowing what appeals to their customers, a company can tailor their operations to enhance what drew them in from the beginning.