SUMMARY
We have discussed how to: (1) determine your value proposition; (2) identify your buyer; (3) establish routes to reach that buyer; (4) achieve conceptual agreement; and (5) create a proposal that will close business.
Marketing is the first of the OD phases to plan and facilitate change. The following chapters will take you through the pre-launch and launch phases of an OD intervention and beyond. However, unless you market effectively, there will be no projects.
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