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| Foreword | |
| Introduction | |
| Why we wrote this book | |
| A bar in Rotterdam | |
| Who should read this book | |
| How to read use this book | |
| Some Killer Products Really Don't Sell | |
| So many products, so few sales | |
| Heroic failures | |
| So firstly, what is a failure? | |
| It's Not How You Sell, But How Customers Buy | |
| Sales is sales is sales - right? | |
| 4 Buying Cultures | |
| How does this all relate to the Geoffrey Moore's Chasm? | |
| WIIFM - so what exactly does this all mean to me? | |
| How do people buy? | |
| Momentum = getting the right people on board | |
| If They Are Buying - Are You Selling? | |
| Choosing the correct Buying culture | |
| Exploring the buying cultures | |
| Different buying cultures, different operational cultures | |
| What does a Value Captured Company feel like? | |
| What does a Value Created Company feel like? | |
| What does a Value Added Company look like? | |
| What does a Value Offered Company look like? | |
| The Best Kept Secret - Value Created Sales | |
| Why Value Created | |
| Why do some many companies get it wrong? | |
| Vital Signs | |
| Why is Value Created difficult? | |
| A Value Added salesman in Value Created sales cycle | |
| A now some good news | |
| The Magic Of A Value Created Company | |
| The Perfect Storm | |
| The case for change | |
| Management | |
| R&D | |
| Marketing | |
| Sales | |
| Delivery | |
| Support | |
| Safety notes | |
| So What Can I Do About It? | |
| CEO | |
| CEO of Start-up | |
| Chief Operations Officer | |
| Sales Director | |
| Head of M&A | |
| Head of Marketing | |
| Investors or VCs | |
| Head of Innovation | |
| Always Change A Winning Team | |
| Can you have too much success? | |
| So, are you performing? | |
| Transformation - the OCA Methodology | |
| Using the OCA Methodology | |
| The Final Word: a Summary | |
| Appendix | |
| Case Study - Eden Project | |
| Book summary - Common Approach, Uncommon Results: How adoption and delivers the results you deserve | |
| Book summary - Crossing the Chasm & Inside the Tornado | |
| Book summary - The Empty Raincoat: Making Sense of the Future | |
| Book summary The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything | |
| Leading vs lagging metrics | |
| Running senior management workshops | |
| Case Study - First Recovery | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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