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How can thinking of your business as a flywheel improve the handoff between sales and services?

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Answer

  • By merging the sales and services teams into a single team
  • By giving more visibility into the steps involved to make the handoff go smoothly
  • By having salespeople take on post-sale responsibilities
  • By providing more granular reporting during the sales process

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How is your product’s “job to be done” tied to your customer’s personal identity?

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Answer

  • Your customer wants your product to reflect what they believe about the world.
  • You have to understand a customer’s personal identity in order to understand the job they’re hiring your product to do.
  • By researching the job your product does, you’ll better understand the identity of your customer.
  • By researching your customer’s personal identity, you’ll uncover the job they’re trying to get done.

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What is the relationship between a company’s profits and its purpose?

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Answer

  • A company’s purpose is to generate profits.
  • A company’s profits enable it to fulfill its purpose.
  • A company’s profits distracts from its purpose.
  • A company’s purpose drives profits.

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What kinds of information does your marketing team likely need included in a persona?

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Answer

  • The number of people represented by that persona that they need to bring to the website each month
  • How the persona finds answers to problems and how they prefer to be communicated with
  • The persona’s first name and email address so that they can be sent personalized marketing emails
  • The size of the target market represented by each persona

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True or false? Every business exists primarily to create profits.

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Answer

  • True — a business might have other goals it wants to achieve, but its leaders must be focused on profits first in order to achieve those other goals.
  • True – A business only exists to create profits for the people it employs.
  • False — businesses should not think about profits at all. Instead, they should find a higher purpose to fulfill.
  • False — although most businesses have to generate profits in order to sustain themselves, every business exists to fulfill a specific purpose.

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