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True Alignment by Edgar Papke

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THREE

The Customer

To know our customer is to know our business.

What separates market leaders from their competitors? What makes your product or service different from the rest? Although a number of factors are important, the one that matters most is the answer to, “Why is the customer spending money with us rather than with our competitors?”

At the center of every great market strategy is the ability to clearly communicate and then consistently deliver what the customer is paying for regardless of the product or service, regardless of market complexity or size. This is what motivates the customer. It is the difference between those companies ...

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