PRINCIPLE 7MEET PEOPLE WHERE THEY ARE, SPEAK TO THEM IN THEIR LANGUAGE

You are in the business of transformation: moving people from their current state to something they want even more. If you want to take people on a journey, you must meet them where they are, communicate with them in the language that resonates with them now and show them a clear picture of where they will end up if they go with you.

MORE DATA, MORE SALES

The US presidential elections are the most contested, high‐stakes marketing campaigns on earth. We must pay close attention to how the winning candidate gets his message across to voters.

In the 1930s Franklin D. Roosevelt campaigned for president on the radio. He created something known as the “Fireside Chat” to ...

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