The Importance of Building Value in the Market

We don't sell commodity products. So every opportunity that we get to talk, we don't talk money right out of the game. And if that's where the customer wants to go, then you need to understand why is it? Usually when we're talking to somebody, there's some companies that are very curious and proactive. There's other companies that are a little more complacent. It could be domestic violence in corporations or intellectual property theft. I mean, it could be any number of things. We live in a world today where there are active assailants every day.

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