I was asked this question the other day by the CEO of a start up technology company that we were pitching to. It’s a really valid point, and one which is worthy of this (rather lengthy) blog post (be warned!). I wanted to write this post to better understand why the question was asked,...
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I’m a big fan of using customer insight in my brand communications, whether it’s adverts or a sales call. Too often, we’re compelled to focus too much on all the wonderful things we do as an organization. We shout them loud, saturating our expensive brochures with lists of features and benefits. To use an...
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