A story: recently an engineering magazine editor told me that top-of-mind awareness is more important than ever because everyone is so short of time. What did he mean? When he was an engineer 20–30 years ago and needed to buy something, he explained, he’d put together a big spreadsheet listing the specs and features of 20 products. He and his colleagues would look at the matrix and select the product that best fit the application. Today, he said, there’s no time for that type of analysis; people just think, I need this — which two companies that make that come to mind? Purchase decisions are increasingly driven by top-level awareness, and you’d better be at the top of the list if you want your share of the business.
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