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Stop Selling Products & Services and Sell Projects Instead

This post from GlaxoSmithKline exec Antonio Nieto-Rodriguez really got me thinking about a new way of selling. Rather than focusing on products or experiences, this article argues that the future might belong to brands who excel at selling “projects.” He uses the case study of how Philips moved from selling medical devices to instead partnering with Westchester Medical Center to develop and launch the entire facility as an example. This is a great article to read and share with your team.

Read the full story on Harvard Business Review >

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Rohit is the author of 8 books on trends, the future of business, building a more human brand with storytelling and how to create a more diverse and inclusive world.

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