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This introductory guide is intended to outline these nine concepts in very broad terms.
“Does it have to be nine keys?” our PR firm once asked us, “Can’t you make it ten?” We can’t. It’s nine. We’ve been market leaders in this field for many years, and we’ve based these nine principles on thousands of conversations with companies like HP, DocuSign, Box, Nest, News Corporation, and dozens more. It turns out, when we did the synthesis, that a very clear and consistent picture began to emerge. The same nine principles kept surfacing. Some of these may seem more immediately relevant to your business, but eventually all of them have to be addressed. These nine keys serve as a foundational blueprint for building and scaling a subscription-based business.
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