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The document discusses how businesses can shift from a product-focused approach to a customer-centered solutions approach. It notes that most companies think they deliver a superior customer experience when in fact most customers feel their experience was just average. By understanding customer problems and co-creating solutions with customers, companies can build stronger relationships and increase value and profitability. The document provides recommendations for how to market solutions instead of products by educating customers and focusing on the value of the solution rather than just features. It also discusses the benefits of a solutions approach like new growth opportunities and differentiation.
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