É a interacção

"You could make it into a cookie cutter, a scalable, depersonalized, committee-approved ticket to endless growth.
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Or you could make it more real, more human and more personal.
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What is "it"?
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It is the interaction you have with your best customer. It is the way you talk to your employees. It is your safety policy, your go to market strategy, your approach to the board meeting.
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If you can't figure out how to talk to one person, it doesn't really pay to scale up your efforts to talk to a thousand"

Como aqui defendemos, é cada vez mais importante fugir do modelo "Grab & Go" e apostar na interacção, na co-criação, na relação.

Trecho retirado de "Industrializing, professionalizing, scaling..."