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Storyselling – when you go from selling a product to selling a service
Philips sells light, not lamps. SKF sells rotation, not ball bearings. Rolls-Royce sells power per hour, not aircraft engines. It is becoming increasingly common, and there are good reasons, for…
Some things never change
In one of the last assignments of the semester, Ordrum’s Erik Mattsson visited Stockholm School of Economics Executive Education: I have stood in many phone booths over the…