CHAPTER 2

Dominating Your Market by Easifying the Customer Decision Cycle

I hope your mindset is shifting to the new perspective. It’s something you can’t just get intellectually. You almost have to feel it in your bones, with every fiber of your being.

Image Customers are overloaded; they’re too cynical to listen to marketers.

Image Customers mostly want to talk to their friends and trusted advisers.

Image Customers have dozens of new ways to talk to friends and ...

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