Positioning Matters Less Than Distribution

There's a really big difference between what I would call a considered purchase and an unconsidered purchase. And so in those situations, your positioning matters a lot because it matters whether or not you're going to get on that short list. What is the differentiated value of this thing? And is it a fit for me and my situation? The way we buy toothpaste is not at all like the way we buy an accounting program. It's really different.

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