What if your salespeople tell you your customers don’t see any difference between you and your competitors? Well in our experience, this might be true but it’s unlikely. How can we say that?
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Imagine you are in an Australian industry with about 200 competitors, how do you compete and grow? Back in 2001, that's the problem faced by John Casella of Casella wines. He quickly concluded that he needed to be more strategic than his well-resourced competitors.
But how did he do it?
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