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Two Fundamental Yin-Yang
Questions
Proactive Yang:
What value offerings need to be
introduced or increased
impactfully enough to create new
customer desires or needs?
Adaptive Yin: What
value offerings addressing
existing
customer needs or desires
must to be introduced or
increased to
win customers over?
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Customers of Innovative Products
Create Customers
Proactive innovation, change and
action
Sell Dreams and Emotional Benefits
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