Who is “us”?

This week, I’m asking one simple but important question each day for you to ponder (on your own or with your team):

When a customer reads your “about us” page, would they come to the conclusion that they are included in “us”?

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Keep reading

Here’s a simple truth that great authors understand:We start reading. Then we keep reading. In other words: The story unfolds. Step by step. Specifically, a

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How not to change minds

Insisting that you are right and the others are wrong has never changed anyone’s opinion. Repeating the same arguments, only louder, doesn’t work, either. Making

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