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Published on Aug 26, 2012
Excerpt from a customized workshop delivered by Don Shapiro in 2012 before a technology company's sales force, product managers, product marketing managers and top management. Lawry's was the first company Don Shapiro worked for out of college. He uses this story to illustrate the concept of finding the stealth or invisible value inside a company and it's customers that can be applied to raise the customer's perceptions of value.