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Built to Love by Jonathan Cagan, Peter Boatwright

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INTRODUCTIONEnergizing the Marketplace

In today’s marketplace, there is a new kind of leading company. These leaders do not just produce good products. They produce captivating products that energize the marketplace and set the standard for what customers want and expect. To see if your firm is one of these new leading companies, think about your firm’s best product. Are customers excited by it, not just purchasing and using it, but also talking about it? Is there a hum in the marketplace about your product, where your product is the topic of media discussions and social media posts? If so, your company is one of today’s new leaders.

If, however, people find your product useful but not captivating, acceptable only because there is no better alternative, ...

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