(Excerpt from The Star Principle by Richard Koch) Subtracting benefits is important because it usually enables the new category to lower costs, and/or to substitute the new benefits without charging more, because of...
February 20, 2020|
Strategy, Via Negativa
(Excerpt from The Pumpkin Plan by Mike Michalowicz) A broker, a business coach, a lawyer, a whatever…these are all labels. These labels put you in a generic category, making it easy for clients and prospects to...
December 12, 2019|