Page 21 - LittleBookofPositioning_KB_DIGI_Neat
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Part One: Macro-market context
Assessing the Strategy
state of play Customer review
Competitor review
Context creates value.
It is important to look beyond what
you do or make. It is important that
your position takes into account
the environment within which you
exist. It is the adaptation to the
changing environment ‘outside in’
that drives the position. We need
to understand what is challenging
the customer so we can help them
achieve the best solution.
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