In this videocast, I explain that the constructs of delivering the highest customer service (and product) quality is an illusion. You can deliver the best service and still fail. There is need for startups to balance the level of service (and product quality) to the cost required for that service and then model what customers can afford. Etisalat Nigeria had premium products but when Nigeria got into recession, few could afford them. You can make iPhone for few thousand people (in Lagos), but you may be better having Tecno for the masses.