"Better" Is A Lie
Better only means something when it is attached to a tangible outcome in the customer's mind.
"Why can’t customers see that our product is obviously better?"
Because your assumed version of "better" is a lie.
Better only means something when it is attached to a tangible outcome in the customer's mind.
Neuroscientists and psychologists have been telling us since at least the 60's that humans move and orient themselves in the world through utility an…
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