I was asked recently, what do you do to generate more market penetration for your solutions? And then I thought about an article in HBR about the Gravity Theory applied to strategy.

We have a shared purpose with our customers and users: to deliver better care. To work this out, we build on relationships, and we embed transactions into relationships. These relationships and the stakeholders are a force multiplier, they generate a gravity that attracts others: institutions which need to be better, and many times, compete in the same market.

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