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Hi Katie I didn’t attend JAM 1 or 2 so may be missing some context but surely there is a massive overlay between items 1 & 5 – ‘client understanding’ a Need & want and ‘purpose’ as a need and want. I know for our company to sell our twins we have to have the clear purpose and then be able to explain the understanding the client of the value in that purpose with a staged approach of how to get there.Â