CHAPTER 6  

Packaging for Value

Don’t all buyers want a bundled value of something?

A staffing firm located in north Texas had been growing at a steady pace for several years. I met the owner after he hired me to speak to his entrepreneurial group with about 150 members. After my talk he shared with me how happy he was with his company and teams. However, he admitted being frustrated that the growth wasn’t close to the potential of his vision.

In an initial meeting I asked the entrepreneur how many competitors were in his space. Without hesitating, he claimed with exasperation, “Anyone using a computer holding a résumé,” adding, “That’s about 38 million people we compete against every day.”

After I had worked with his teams for a few months, ...

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