Everyone in business has myths related to marketing and selling their products and services. It’s too expensive. Customers can find it cheaper on the web. It takes too long to get it. Your competitor has given me a better deal. You charge me a restocking fee. You’ve likely heard these and countless other ‘myths’ about your business.
Sure, our businesses are changing (i.e., Who Moved My Cheese), and we must be agile in anticipating where the ‘new cheese’ is going to be found. But it’s more than that.
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