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Here’s a short three-minute video summary of Chapter 6 from my most recent book, Innovating Innovation. This focuses on “Innovating Benefits” and is inspired by a quote from our first corporate client, Apple founder and CEO, Steve Jobs:   “You've got to start with the customer experience and work backward to the technology. You can't start with the technology then try to figure out where to sell it.”   The business reality of today and tomorrow is the customer, as with the voter, are the boss. We business leaders are working for them—and not the other way around. Customers are the boss. Start there.   David   https://lnkd.in/gh4HAr3r https://lnkd.in/ggqbrs9A   #innovation #LeahTharin #CloseTheSale #marketingcampaigns #MangoPublishing

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