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Selling Vision: The X-XY-Y Formula for Driving Results by Selling Change by Rick Cheatham, Lou Schachter

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CHAPTER 1

Time for Change

The Moment of Clarity

You have built a beautiful business. But lately, waves of change are slowly eroding its base. Until now you have held back the damage by reinforcing the foundation. Then one day the realization hits you: you must move the whole structure, or it will be swept away, like a sandcastle on the beach.

For so many of us, that is precisely how it feels when the market for what our company sells stops growing. Or when a newly emerged competitor (who seemed like an irrelevant gnat just a year ago) releases an offering that is beginning to transform the marketplace. Advances in technology are making new products possible or making it cheaper to produce the old products.

Sometimes the trouble occurs because ...

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