... Technip“Customers need to know the value they will receive and how they will receive it. Thull’s insights into the complex sale and how to clarify and quantify this value are remarkable—Mastering the ... 1 07 Would you do what you are about to propose to yourcustomer?, 174 You must be prepared to not be prepared, 105–106,182You’ll gain more credibilityfrom the questions you askthan the stories ... Jack McGrath, and Sandeep Dayal, ‘ How to Brand Sand,’’ strategy þ business, April 1, 1998.4. Brendan Matthews, ‘‘Plane Crazy: The Joint Strike FighterStory,’’ Bulletin of the Atomic Scientists...