And the vision for the sales organization must express that strategy clearly.

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AboutSteve Faktor is founder of IdeaFaktory innovation incubator, author of Econovation, and ex-innovation and strategy executive at American Express, Citi, MasterCard and Andersen.

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Steve Faktor is founder of IdeaFaktory innovation incubator, author of Econovation and ex-innovation and strategy executive at American Express, Citi, MasterCard, and Andersen.

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"Phones are becoming reflections of us as individuals and an important way to express our personalities, " says Ehtisham Rabbani, vice president of product strategy and marketing for LG.

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It has used this strategy successfully in China where it is one of the few wholly-owned foreign express carriers today.

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