1. Describe three (3) knowledge bases that Michael used to help build trust (Chapter 2). For each, give an example of what he did.
  2. Describe ICX’s Needs Gap (Chapter 3, pages 57-58). What’s the actual state? Desired state? 
  3. Describe the type(s) of buyer needs that ICX had (Chapter 3, pages 57-59): functional, situational, social, psychological, and knowledge.