Chapter 9
Prove It!
A few years ago, I was invited to give a half-day marketing workshop for a state association located in Milwaukee, Wisconsin. The workshop had originally been scheduled to take place in Milwaukee, which, in addition to being the headquarters city, was home to many of the attendees. But the workshop had been moved to Wausau, a city situated in the northern half of Wisconsin a good three hours away from Milwaukee.
The original location was far more ideal for many attendees because of the close driving distance; they could even have returned to their offices in the afternoon. When the new location was announced, many of the attendees had to choose between arriving the night before, thus also incurring a hotel expense, or getting ...
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