Understanding Value
The foundation for any company must be its customers and understanding their needs, buying factors and behaviours.  

With this understanding a company can then build offerings and a complete business model which is optimised to deliver that value.  

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In this stage we need to identify who are customers are, what value looks like to them, map our their customer journey (B2C), understand the value chain in their industry (B2B), then segment and decide where to focus.

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