how customers buy:1- somebody VP of sales get a CRM it sucks. 2- John is tasked to do it. 3- then he googles 90K companies 4- they figure out to make a shortlist, and have a justification. 5- you have to help the customer with step 4, if they can not they will go back to the status quo, the thing that sucks stays. that excel sheet stays.

you remember one thing about this book, remember this diagram. It summarizes the shift under way. On the left side, you have the old model, where companies used to focus on “getting a product to market” and selling as many units of that product as possible: more cars, more pens, more razors, more laptops. They did this by getting their products int

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