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When Growth Stalls: How It Happens, Why You're Stuck, and What to Do About It by Steve McKee

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13.3. O-E-O-E-O ...

No, it's not a refrain from The Wizard of Oz, "Old McDonald Had a Farm," or Morris Day and The Time. O-E-O-E-O is a chain of events that has been affecting your company since the day it was launched and that will be significantly impacted as you commit to this new initiative. O represents the Opinion customers and prospects have about your brand. E represents the Experiences that customers have with your brand. And the O-E-O-E-O chain reflects the fact that one influences the other in an endless cycle of either loyalty-enhancing satisfaction or loyalty-destroying disappointment.

If a prospective customer is completely unaware of your brand, you have a clean slate (until the customer starts doing his or her homework and discovers ...

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