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Why Customers Really Buy by Michelle Helin, Linda Goodman

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Chapter 9Co-existing With the Industry Giant

The Emotional Triggers That Repositioned a Service Business

If you only look at what is, you might never attain what could be.

—Anonymous

Some changes occur gradually. At other times, the competitive landscape is rocked by a seismic shift. This is the story of a mid-sized independent moving company that found themselves in such a situation. When an industry giant introduced a revolutionary new way of doing business, it threatened this mid-sized company’s very survival. Emotional-trigger research provided the framework that enabled them to compete.

LESSON #6

Don’t be intimidated. Bigger isn’t always better.

The Times, They Were A-Changin’

There was a time, in the not too distant past, when small ...

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