A trader, whoever he is, is only the public server, or a public server; and he gets paid, the so-called profit, for having assured that service. Therefore, those who serve must seek the satisfaction of those who are served. So, it is necessary to study them – but without prejudice or anticipation - we mustn’t assume that the others think exactly like us, or should think like us - because usually they don’t -, but we have to consider that, if we really want to serve the others (with or without a profit), we should start thinking like them. What we have to figure out is how they effectively think, and not how nice or convenient we would expect them to think.*
Pessoa, Fernando (1926). A evolução do comércio. Revista de Comércio e Contabilidade. N.º 3, 25 Mar.
*Tradução do texto original por Francisco Coelho
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