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60-Minute CEO: Mastering Leadership an Hour at a Time by Dick Cross

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Chapter 8

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What Your Customers Want … Right Now!

If you’ve read chapter 7, “Your Big Picture on the Back of an Envelope,” you’ll recall that I described the right way to think about customers, not according to who they are—their demographics—but rather according to what’s important to them.

You need to look far beyond the boundaries of what you sell them for clues to what they really care about.

Here’s the logic.

Twenty years ago, we could segment people into groups and pretty much understand what it would take to win their business by looking at correlations between their past buying behaviors and things like age, income, geographical region, ...

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