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Through an understanding of your tribes, their vocabularies and their needs, you can discover how your expertise provides a needed solution. Sometimes we discover that our initial offering is close, but not exactly what is required. By process of testing and adjustment, one can arrive at an offering that is truly responsive to market needs.
You may discover that you might need to augment your skill set or team up with a partner. When you do, you may find yourself miles ahead of the competition.