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Great article! Wearing my marketing hat, this shows why your brand is as important internally as externally. Someone, usually the CEO has to own that and make sure the company is aligned. When the market views you differently than your do, it means that company does not have Marketing at the exec table. Marketing envisions the future and drives the organization to that vision.

Second, for the last few years, I would get calls from investors asking what are the markets/use cases for EO systems. They had already invested and were trying to figure out how to make money. That always seemed backwards. And not one of them understood the broader geospatial market.

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