August 12, 2023

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Audience
Customer’s Awareness Matrix explained for an architect

A potential client came to me seeking a solution for their commercial space.
As I passionately described my previous projects and tried to convey the impact I could make. Their eyes glazed over. But despite my genuine enthusiasm, I failed to resonate with their needs. What was I doing wrong?

Aitor Arteta 2023-08-12

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