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Companies sell stuff, people buy stuff
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The document outlines 10 steps or points, though no other context is provided about the content of these points. It appears to be a high-level list or set of instructions that includes at least 10 individual items, rules, or stages.

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The document discusses five gaps between companies and their customers as behaviors and expectations change. Customers are more knowledgeable and complete much of their purchase journey online before engaging companies directly. The competition can come from outside traditional categories. Companies often misunderstand what customers are truly paying for with a product or service. To adapt, companies need to change their tools to match how customers now shop, understand the "job" a customer wants done, and rethink what constitutes their product offering.

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At an increasing rate companies are seeing that they need to figure out ways to put the customer at the center of their attention and decisions. Through these three sessions I tried to give some tools and ideas, to help participants start digging into ways of finding the right approach for their company.

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When the mobile and the social web combine they create the basis for a completely new Internet...

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1) The document discusses how to engage makers online through five parts: culture, trends, guidelines, the real/physical world, and passion. 2) It examines how culture has changed with the rise of digital technology and social media, and how makers want more than just transactions - they want community and passion. 3) Seven trends in how people engage online are outlined, along with five guidelines for platforms to follow to connect passionate producers and consumers. 4) The importance of blending the digital and physical world is emphasized to create immersive experiences for both events and ongoing engagement. 5) Makers are driven by passion, not just profits, so platforms need to ignite and accelerate their passions

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