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Great businesses don’t just create solutions to customer problems: they anticipate what customers want but haven’t even formulated yet.
Great businesses unveil, discover and go a step ahead.
Before you write any business plan, ask your customers what they’re dreaming of that they don’t even have a name for yet.
What do people really want and haven’t found a way to express it?
Anticipation is not just doing before people ask, but offering the minute before they start thinking they need it.
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