CHAPTER 16Tying It All Together

Becoming a Highly Recommended Business

As we begin the last chapter of this book, I’d like you to take a moment and picture the following scenario: a leading consumer products company, let’s call it “OmniClean,” believes there is room in the market for a new hand sanitizer.

OmniClean has been monitoring online conversations throughout the world—and noticing some interesting trends. Due to a very active flu season, consumers have a heightened awareness of the importance of regularly cleaning their hands—whether through routine hand washing with whatever soap is available or using some type of gel or spray hand sanitizer.

However, with the increased amount of washing and sanitizing going on, people’s hands are really ...

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