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207 Write Your Way to Market Leadership: Fernando Labastida on How Writing a Book Shapes New Markets

Lochhead on Marketing

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Rethinking Market Leadership through Writing

This chapter explores the vital role of writing books in category design and market leadership, emphasizing the contributions of influential authors like Seth Godin and Joe Pulizzi. The speakers critique the commodity mindset often seen in Latin American software outsourcing companies, advocating for thought leadership and differentiated offerings. Through case studies and discussions on 'distant assistance' and 'remote intelligence,' the chapter illustrates how businesses can implement unique strategies to achieve success in competitive markets.

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