CHAPTER 3
The Customer Edge
“Good is the enemy of great.”
—JIM COLLINS
Digital technology and information—including big data—have changed the relationships between businesses and customers in ways that were almost unimaginable a generation ago. Your potential customers and clients know more about your business than ever before, and you have the potential to know more about them. Both sides have more power to pick and choose whom they do business with and how that business is conducted.
The challenge for business leaders is to see this relationship from both sides: You need to understand how prospects discover, view, and interact with your brand, ...
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