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The Intangible Assets Defensibility
Customer research is a real resource that most companies are overlooking. It's not just what people might see on the surface of oh it's just nice to get feedback from people and build things that they like. You can turn customer research into your strategy right quick looks has that mode, I mean feels like they're kind of being a jerk because they raised my prices every single year even though it really hasn't gotten any better but they know that it would be very difficult for me to switch.