The organisation should turn its differentiators, the distinctive points it sells on, its benefits and its value proposition into messages that attract and engage customers it has today and customers it wants tomorrow. It should use current and inventive marketing approaches to serve existing customers and open new markets, keep marketing and communication consistent with its purpose and the image and brand it wants to hold, and use online and offline networks and influence responsibly to strengthen its standing. Its people should be encouraged to speak up as ambassadors, and customers should find it easy to deal with the organisation because support is offered before they commit and after they have bought.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.