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Different vs. specific

Good marketers make their marketing different.
Great marketers make their marketing specific.
Which is why it’s different by default.

Great marketing doesn’t bother to make anything different. They make a special product that does special things for special people. And that’s why it is different.

Good marketers get creative. Great marketers get specific – about the people they serve, their struggles, their desires and a solution bridges both.

Great marketing is largely rigorous revelation work.

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Lasting impressions

Yesterday, I spoke about managed dissatisfaction. In communication it means meeting the basic threshold of adequacy without investing in the effort to truly connect, enlighten,

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