When trying to win over prospects, lead with “why” your company is in business, move on to “how” you serve customers and, finally, get to “what” you offer. Customers don’t buy what you do. They buy why you do it.
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Very much alive and now officially an industry curmudgeon, strategic growth expert T. J. Tedesco can be reached at tj@tjtedesco.com or 301-404-2244.
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