11. The mental journey more inspired to execute your own change. That will lead you through this transformation and you’ll come out on the other end both stronger and more profitable. Now you will grow together with your customers. That relation, that togetherness, will get both of you ahead of your competition. I will say this now, and I will repeat it also later in the book. It will hurt down the road before it will get better again. There is no free lunch, I’m sorry. But the tree will bear fruit. The new road, the one less traveled yet, will take you there. I have been through this kind of changes many times before in my almost 40 years of working with transformations having transmissions as my engine in many different types of markets, all confirmed to have paid off very well.
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