The business expert says that when selling A against B, we might do a great job of explaining why A is better than B, but it's easy to forget that the prospects you are pitching have another option: doing nothing.

The business expert says that when selling A against B, we might do a great job of explaining why A is better than B, but it’s easy to forget that the prospects you are pitching have another option: doing nothing. Seth Godin

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