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Sales Warrior Lesson 11: The Source of Opportunity

We call the strategic skill of spotting the best opportunities "aiming" or "vision." We said before that you cannot create your own opportunities, but in a sense the best opportunities are created by your competitors because they overlook what is needed. The real talent of classical strategy is recognizing the potential fit between others' weaknesses and our strengths. Because we don't create the needs of others, we cannot create our opportunities. Others create them for us.

Of course, we are always trying to match our benefits to the customer's needs, but it is important to recognize that our solution is compared to the alternative solutions offered by others. We cannot ignore those solutions, because they are automatically a part of our position whether we realize it our not.

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Copyright 2005-2008 Science of Strategy Institute, Clearbridge Publishing, and Gary Gagliardi
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