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Mission, Inc. by Julius Walls, Kevin Lynch

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7Perception versus realityMARKETING ON HIGHER GROUND

This may just be the happiest chapter in our book.

Many of the topics we’re trying to cover are tough and challenging ones, where the purpose of changing the world adds a layer of complexity and a degree of difficulty, and possibly even a measurable financial cost, to your business model. Granted, the mission usually bestows a corresponding opportunity as well.

But when you start to talk about marketing a social enterprise, you enter a realm of nearly pure opportunity to gain competitive advantage.

■ UNLOCKING THE SIXTH PARADOXA product as good as the mission is your strongest competitive advantage.

More Than Cause Marketing

Please understand this right away, and understand it well: We ...

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