
EP 420: Why every business is "on a mission to..."
What Works
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The Alternative to Cynics
Marketing around a why typically indicates that the product for sale is a solution in need of a problem. A business that professes to do good today must begin with a product that solves a demonstrated need or meets a demonstrated desire. That product must have a clear and compelling value proposition, and its design must be fully aligned with what it promises. This, I would argue, is a radical approach to business in the 21st century economy.
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