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2. 2 AGILE TELEPHONY

3. Topic The Secret Sauce to Commercializing Your Products and Services 3

4. Secret Sauce The idea behind the product or service is NOT the primary determinant of its success. What is the BIGGEST PROBLEM that your product or service addresses? Who would be your very BEST CUSTOMER? What is the IDEAL CONVERSATION in which your product or service is discussed? Who are the PEOPLE having that conversation today with your ideal customers? Commercial success requires thinking AT LEAST as hard about questions like this as you do about the idea. 4

5. Biggest Problem 5

6. Best Customer 6

7. Ideal Conversation 7

8. Current Relationship 8

9. Summary The idea behind the product or service is NOT the primary determinant of its success. What is the BIGGEST PROBLEM that your product or service addresses? Who would be your very BEST CUSTOMER? What is the IDEAL CONVERSATION in which your product or service is discussed? Who are the PEOPLE having that conversation today with your ideal customers? Commercial success requires thinking AT LEAST as hard about questions like this as you do about the idea. 9