Traditionally, consulting businesses have little of either. Consultants don’t need wide brand awareness or a large audience. They require only a small group of highly targeted individuals and organizations to be aware of their existence and services. Word of mouth is often enough to fill the pipeline for consulting businesses. In a product-based business, though, a much broader audience is typically required, and there’s vastly greater need for brand awareness and market penetration. Word of mouth alone can power an exclusive list of enterprise-only product companies, but even then, the
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