The Behavioral Advantage reveals the secrets behind what is essentially a chess game with competitors To win the game, companies must develop:
A smart and efficient middle game, in which the company builds and strengthens its position with the customer, thereby outflanking competitors
A confident and smooth endgame that assures a successful relationship and lays the groundwork for equally successful future games
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Terry Bacon and David Pugh (Durango, CO) are cofounders of the Lore Institute, a professional development and corporate education company.
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