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If it feels like the very nature of sales and marketing is changing, you aren’t imagining it. Both B2B and B2C companies just can’t compete based on product and price point anymore. The line between consumer and B2B purchasing is beginning to blur, and most of your buyers aren’t just looking for a good deal; they’re looking for a partner they can trust and believe in. It “starts with WHY,” says Simon Sinek in his book and TED Talks presentation. People don’t buy WHAT you do, they buy WHY you do it.