mind your business: Are You Committing the Seven Deadly Sins of Business Transformation?
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Sin #4: Ignoring the two orders of value. If you assume that rational and emotional value propositions are all you need to consider, think again. There's also a "higher order" value proposition: the symbolic. Customers symbolically attach to the product or the company that sells the product. They come to identify with the purpose of the product and what it represents. Organizations that are able to turn market momentum into value for the customers will gain market share and be very successful.
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- Mohan Nair
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