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Element 4. Demonstrable Now > Where to Find this Answer

Where to Find this Answer

Aside from the obvious case, in which a product is available for the customer to try, a certain amount of substitution is required to satisfy this element. This substitution can come from a competitor or from a firm that is delivering the closest substitute available. For completely new products, discoverability is easier with an analogy. “Think of a typewriter that corrects the errors, and stores a copy of your keystrokes.” “Imagine a television attached to every possible database in existence.” Naturally, much depends upon the source of your differentiation. Will it be price? Quality? Features?


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