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The Buyer-Wins Investment is the commitment to delivering Buyer-Wins Outcomes by the practice of anticipating the future needs of the Buyer, and investing to deliver, or to be ready to deliver that value to the Buyer before the Buyer requests it or even knows they need it. This is now a practical necessity to survival. Once any company’s Buyers start dropping them in favor of a Clearly Superior Alternative, its over. Buyers are able to change providers much faster than the culture of that company can adapt to keep them.
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