The book does not provide specific examples of services that have successfully used the 'how-to-think' approach. However, it emphasizes the importance of this approach in understanding prospects and a customer's buying behavior. It encourages readers to ask questions like 'What am I good at?' and to undertake exercises such as defining a service. The 'how-to-think' approach is about looking at marketing elements with a different, creative view.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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