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Conversation Marketing by Kevin Lund

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CHAPTER 10

Ditch the Checklist

Before every takeoff, airline crews verbally work through an extensive checklist. There's a detailed set of tasks to cover before the plane can even push back from the gate, let alone barrel down the runway and lift its nose. The checklist provides a sense of comfort and security for everyone on board. The pilots know exactly what's been done and what remains to be done, and there's no nagging sense any critical factor was overlooked. Sometimes, air disasters are traced back to a crew neglecting to properly follow the safety checklist.

In business, we each have goals to check off as we build our brands and companies. Like pilots in the cockpit, building these goals and confirming they're accomplished makes us feel ...

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