7. Find and Engage Your Champions
We talked earlier about champions internal to your company, but now we get into the nitty gritty of reaching out to your potential customers. Just exactly what do I mean by champions? A champion, according to Alice in Wonderland, is someone who would be willing to die for you. That’s a little dramatic for what we’re talking about. It’s very unlikely you will come across someone willing to put his life on the line for what your company is selling. That’s a stretch even for your CEO. Although reflecting back to a holiday dinner with my brothers-in-law and a discussion revolving around NASCAR, perhaps there are those willing to die for their favorite brand. At the least, they were willing to come to fisticuffs for ...
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