"Changing those lenses can alter your sense of what is possible"

"A typical customer base contains thousands, even tens of thousands, of customers—businesses, consumers, and distributors. There are nearly infinite ways that you can view a complex customer base built over time. Yet it's worthwhile to take the time to figure out the patterns that best explain the underlying causes of purchase behaviors and basic needs. In some cases, this kind of study can reveal segments of great strength or great potential, now lost in the haze of commerce, on which you can build a coherent strategy.
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The lenses that you use to view the world affect everything, including how you analyze your customers. Changing those lenses can alter your sense of what is possible, the limits you face, the threats around you, and even your core. Often your perception of reality is as important in shaping your actions and your future as reality itself. When these mental maps change, the world is never again the same to you."

Trecho retirado de "Unstoppable" de Chris Zook