To win in a market that is worth it, you need to sell the best possible products and services. You have to sell solutions that create value for your customers and success for you. Your focus must be on creating the best possible offerings now. The secret is simple. On one hand, you can win by making life better. This means that you sell a maximizer. On the other hand, you can win by making life easier. This means that you sell a minimizer.
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