This episode is based on an academic research paper titled: "Starting with the Customer’s Why: The Role of Customer Ikigai in Business Success"
You can read the article on Linkedin(https://www.linkedin.com/pulse/starting-customers-why-role-customer-ikigai-business-success-simba-lcxkf/?trackingId=AiNkopQjQ6GcM7n9zq%2Bfuw%3D%3D)
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