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Sell the Outcome, Not the Tool: How Small Firms Win Big Clients in the AI Era
AI is now cheap and everywhere, so the tool is no longer the advantage. The firms winning major contracts are the ones that package expertise into measurable outcomes clients will pay a premium for. Drawing on 25 years across London 2012, Crossrail and HS2, and on deals with global investors, Zeena shows SMEs how to reframe what they sell, price it, and scale it.
