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Narrow Positioning: How Saying No To Some Customers Increases Your Chances of Winning Big

Hoca

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In 1982, programmer John Walker decided to make a big bet. His friend Michael Riddle had a computer-aided design (CAD) program that he struggled to sell. But Walker believed in the idea. Designers who worked on complex projects —like engineers and architects— needed precise measurements. And doing that on paper was painful. You had to…

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