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What's Next? The Leader’s Playbook
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02Play · the two stances

The situation“I don't understand why the customer isn't buying.”

This is a choice between two stances. Work out whether the value isn't there or it's there and you're describing it badly, then make the matching Play.

Play A

Go and watch them work

the value isn't there.

Play B

Rewrite it in their words

the value is there and you're describing it badly.

Each positions you differently for the next conversation. You choose.

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