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Marketbusters: 40 Strategic Moves That Drive Exceptional Business Growth by Ian C. Macmillan, Rita Gunther McGrath

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3

TRANSFORM YOUR OFFERINGS AND THEIR ATTRIBUTES

IN CHAPTER 2, we encouraged you to try to get into your customers’ point of view in order to understand the experiential context in which they consume your products or services. In this chapter, you’ll look through a different lens to discover what your offerings really mean to your customers.

The critical question is how the attributes (features or characteristics) of your offerings are positioned relative to your customers’ view of other offerings and to your customers’ expectations. It’s as if you’re charting your position on a map, because essentially you are trying to develop insight about your relative position.

The tool we use to get at this insight is what we call an attribute map ...

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