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Communication & influence · Simplifying the complex

You're briefing the sales team so they can pitch a new specialty polymer, but half of them will glaze over at glass-transition temperature and shear thinning. How do you arm them to sell it without turning them into chemists?

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I translate every property into a customer outcome and a question they can ask, because a salesperson doesn't need to understand glass-transition temperature — they need to know it

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