CHAPTER 2
A New Way of Seeing Change
A number of books and papers have provided models for how companies’ go-to-market approaches must adapt to change. We propose a simple model, where a company is in a shift from selling a lot of X and a little bit of something new called Y … to a lot of Y and much less of the X legacy offering, as shown in Figure 2.1.
Figure 2.1 A shift from selling a lot of X and a little Y to less X and more Y.
X and Y can be what you sell or how you sell. What you sell may be shifting to radically new products or to radically new services. How you sell may involve new types of customers, new types of buyers within existing ...
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