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4 Choose Collaboration, Not Competition

           Great partnerships are     characterized by generosity—               an abundance mentality             and a giving attitude that                 willingly, even eagerly,                   go beyond the basic                             requirements.         Chip R. Bell and Heather Shea                                     Dance Lessons

THE BASIC assumptions upon which traditional marketing approaches are built are ready for updating. For example, if we asked whether businesses actually have to compete for customers, the answer would certainly be “Of course, they do!” But there is an alternative perspective, an approach that can create a dramatic shift, not just in the way business is ...

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