Know thy product

Be sure to always know how your product differs from a competitor and how this difference is better for your customer. Allow me to give a brief example of an area in footwear I am somewhat familiar with. Gore Tex for most is a waterproof shield that protects the foot from getting wet. Most people don’t know how it works or whether it can withstand hours of saturation or just a brief sprinkle of rain. Walking into a store that sells Gore Tex footwear, one would expect or at the very least hope

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