Catherine B. Roy’s book “Live from Your Heart and Mind” comes from 10 years of research in varied scientific fields. It aims to provide an elegant system for development...

At the core is the attempt to understand the balance between product, customer and customer, while looking at long-term relationships. Instead of competing on price, products must compete through...

Startups have to understand customer needs and propose solutions for the user, rather than trying to sell a ‘product’. Salespeople in startups have the responsibility of introducing the product,...

The book talks about a single powerful strategy that contributes to maximizing sales, with emphasis on use case selling. There are several kinds of needs. Even if the buyer...