Making a Promise to the Customer - 1. Explaining the framework
The WARC Podcast
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The Blockers of Product Delusion
The B2B Institute calls it the product delusion where companies think that their product is so wonderful and has such great features. People constantly underestimate those aspects of what goes into a decision to buy something, Jan says. "Companies just continuously overestimate the relevance that they have in people's lives"
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