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How to lower barriers to change when building and selling products — Jonah Berger’s advice for founders

In Depth

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What Do You Really Know About Your Product?

Many companies have a clear sense of what they make and what you sell are not necessarily the same things. I would argue that no one actually wants running shoes. People don't buy products and services, they buy solutions to problems. And so the more you truly understand what you're selling, what that customer need is, the more successful you can be.

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