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The Intangibles: What your clients are really buying


When you’re a hammer everything looks like a nail. You think your customers come to you to buy gas processing equipment, a sports car, a meal, a bottle of wine or a good haircut.

I’m sorry, my friend, you are mistaken. Well, at least you’re missing some critical information.

Customers can get the “what” that you offer from many sources—just as the airlines famously say, “We know you have a choice of carriers….” Your customers choose you for the “how.”

How you

That’s what your clients buy. That’s what reinforces the brand you build.

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All In: The commitment component

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