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Companies often define the markets they serve around the technology in their product offeringsa technology that one day will become obsolete. Clearly, this is a mistake, but its one that has been repeated by hundreds of companies over the decades. Where are the companies that defined themselves around CDs? They spiraled to their death when MP3 technology came along. And where are Blockbuster and Kodak now? In this session, Tony Ulwick will teach you how to understand your customers Job, define your mar

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