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This post is a keeper. The most articulate I've seen on AQCs and ACOs. Thank you!
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I like your point about moving prospects from "beginner" to "expert" status. The flip side of helping customers' derive greater value from their products is warding off competitive inroads. When we do customer research to uncover new market requirements, I'm always amazed by the number of people who ask for a feature they already have. Just because someone has access to a capability, doesn't means he or she is aware of that. It's our job to make customers aware of what they have, so they don't engage with others to seek it out.
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Dec 31, 2010