PART IITHE CAMPAIGN‐DRIVEN ENTERPRISE METHOD: TURNING PRINCIPLES INTO STRATEGY

It's time to take the ideas discussed so far and formulate a strategy. We will now organise these principles and philosophies into practical steps to getting your business oversubscribed. To do this we need to think about your business differently.

THINKING LIKE A CAMPAIGN‐DRIVEN ENTERPRISE

In any given industry some people struggle to get enough customers and others have more than they can handle. In any given market, some companies chase for clients and others select whom they want to work with and turn away the rest.

What sets these two groups apart is the way they see themselves. It's the difference between seeing yourself as running a “business” – which ...

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