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Welcome to Why Customers Buy, my weekly LinkedIn Newsletter series that explores how customers make decisions. It reveals ways to unlock what customers really want with new concepts and practical tips that drive value. Subscribe today right here.

Consider this. You and some friends decided to go to see a movie. As you enter you are asked to prove you have had the vaccine, only people who have had the vaccine can enter. It hasn’t been your turn yet to get the vaccine so you can’t see the movie, but 3 friends in your party have had the vaccine, they can go in. Is that OK?
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