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The common marketing mantra is that we should offer the Right Product to the Right Customer at the Right Time. So to do this we developed traditional Product based marketing in which there are three main steps; decide on the product, find the leads and communicate....

OK. Imagine that there was this huge mountain of coal and I told you that somewhere in this coal there were diamonds and that you had to find them. Well the dumb thing to do would be to sift this mountain lump by lump, so you would need a strategy right? The smart guy might split the mountain into areas and then...