You can often find resources about how to shape the culture inside your company – this is extremely important, as it would determine how well your business would function in the long run.
However, as a startup, influencing the values and behavior of people outside of your organization is equally if not more important than influencing the people inside your business.
Every business has to do this to a degree – in order to get people to become your customers, you need to change their habits and behavior, and this is hard to do without understanding their values. Why the (target) market behaves the way it does is
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