Executive Summary (This is a document excerpt)

Deep within technology product and service providers is a fundamental disconnect that is rarely identified as the true source of the difficulties it eventually spawns between buyers and sellers. The consequence is an information and communication gap that can grow quickly, and is almost always costly and time-consuming for both the buyer and the provider to bridge. The solution starts by recognizing that the customer is not a customer but a variety of different stakeholders with equally various needs.

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