Does Your Business Need Greater Traction?

In mechanics, traction is the force that generates motion between an object and the surface it’s on, either through friction or shear force. The use of the word in business feels the same, doesn’t it? Many business owners start off only understanding the shear force...

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Case Study: Market Segmentation

Overview The client had a broad portfolio of capital equipment healthcare products, maintenance agreements and financial service offerings. The products were designed for a continuum of variably sized customers in an array of different medical specialties. There were...

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You Are NOT Charging Enough

And your margins are too thin… How do I know this? 25 years of experience and sitting through many negotiations, I have seen that companies don’t charge enough. Why? Because they don’t really understand why their customers buy and they don’t really...

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