Being the best isn't easy. It requires dedication, hard work, and a passion and plan to sell more than anybody else. It also requires treating your customer as your best friend. For more than half a century, Rick Case has steered Rick Case Automotive Group to become one of the most successful car dealership chains in America by following this simple rule. & ;& ;Rick, along with his wife, Rita, have learned what it takes to become the best and how to stay on top whether it's selling cars or motorcycles, building iconic brands, marketing sporting events, or developing new philanthropic events that benefit local charities.& ;& ;In Our Customers, Our Friends, Rick explains how to look through the eyes of your customers and transform any organization into an industry leader. & ;& ;From creating the 10-year, 100,000-mile warranty that literally changed the face of Hyundai to promoting daredevil Evel Knievel's daring stunts, Rick Case has applied creativity and innovation as well as a dab of marketing genius to every endeavor he undertakes. & ;& ;But before he grew into any of the titles people assign him car dealer, promoter, entrepreneur, pioneer, philanthropist, or marketing guru Rick was just a car salesman from Akron, Ohio, with a big dream. Here's how he did it, and how you can take the lessons he learned and apply them to your own life.