Insight on the requirements of the market is critical to developing a compelling offering. The effort requires prioritizing the market opportunity and then refining the particular offerings.

Within any group of customers, some are apathetic about the offerings while others are fully invested in understanding each product and actively advocating their preference.

Companies need to identify how their customer base is distributed across the Engagement Curve and develop strategies that identify tactics to motivate additional commitment to the organization, product, or service.

“If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words” - Cicero

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