! ! # 6! !KEY TAKEAWAY! BE USEFUL & RELEVANT!American Express has been 100% involved in thisproject, helping small businesses to increase sales.!!This has been particularly relevant in crisiseconomies. Instead of focusing on what they had tooffer, they focused on how they could help theirclients.!It paid off: both AMEX and their clients saw increasedrevenues. Who doesn’t love a win-win story?! 25! LaMercatique!