- Let T be the [[Technology Portfolio]] vector of [[specialist]].
  • Customers cannot directly observe t
    • Comprehension issues
    • Differences in values
  • Customer observes O = f(T) multiplied by the Presentation function f
  • The inner product of this observation and the customer’s values vector V is the customer’s perceived value C
  • f can be changed to suit the customer.
    • This translation capability raises the expectation of value perceived by the customer.

see Traders, translators, interpreters

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