Who is the person you want to serve? We have talked a lot about your dream customers so far in this section. We build everything inside of this value ladder to attract and serve them. What is the result that you can provide for your dream customers? What is it that they have been unsuccessfully trying to accomplish before entering your world that you know you can solve when you have a chance to serve them? What is your new opportunity that you want to offer them? What is the offer that you are providing them that is different from the things they have tried in the past when attempting to
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