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So What?: How to Communicate What Really Matters to Your Audience by Mark Magnacca

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INDEX

NUMBERS

21-day challenge, changing your thinking, 124–126

2001: A Space Odyssey, 37

30,000-foot level versus sea level, 78–84

A

Against All Odds, 12

All I really care about is..., 43–49

Apple

iChat, 39

iPod, 42

Jobs, Steve, 42

AT&T, PicturePhone, 37–40

audiences

engaging, So What Positioning Statements, 87–92, 95

perfecting, 95–99

understanding what they really want, 43–49

authentic (to yourself), 53

B

being true to yourself, 53

Bell Labs, 37

biographies, personal biographies, 61, 64–65

C

Carville, James, 115

CDs (compact discs), 41

changing your thinking, 9–13

21-day challenge, 124–126

example of, 15–23

Clarke, Arthur C., 37

Coca-Cola, 106–109, 130

Olympic sponsor, 129

slogans, 110

Colvin, Geoffrey, 131

communication, 54

presentations, ...

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