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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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Kind of remarkable

The Blue Man Group is kind of remarkable. Actually, it’s two kinds of remarkable: “built in” and “on top”. Built in remarkable is the way

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Who cares?

It’s just details. It’s just decoration. It’s just the back side. It’s just a corner case. It’s just implementation. It’s just a meeting. It’s just

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