September 2012
| Business World Magazine | 115
portant part of a relationship is trust, which
means treating customers fairly and meeting
commitments made to them.
“
You have to understand what their real
needs are, and then you craft a value proposi-
tion where you offer them a product and a
service at a value that makes sense to them,”
Smith explains. “After that, you can have that
customer for a long time. Our track record
suggests that our value proposition is work-
ing pretty well.”
“
Every day, we build a sustainable, in-
tegrated aluminum company founded on
growth and successful long-term relation-
