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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 3

Examples of X-to-Y Change

What does an X-to-Y change look like? Let’s look at some examples. Each of these stories is based on a company we have worked with, but identifying details have been changed.

First we’ll look at two companies that struggled with their transformation. Then we’ll examine two more successful examples.

Bridgewater

This first example is about a company that failed to define the XY phase clearly enough.

Bridgewater is a U.S. professional services firm that is a broker for health insurance. Its clients are Fortune 500 companies. In business for close to 100 years, it is in a constant battle with its nearest competitor for the #1 or #2 position in its industry. Over several years, Bridgewater’s margins began to decline, ...

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