Emotion: It’s All in the Story
“We are introducing a new product, carrot juice, in October. Training will be available this month. Any questions?”
-OR-
“Fifty years ago, we were the only game in town. Our founders came to California looking for the perfect place to grow carrots, and determined that Bakersfield offered a breathtaking opportunity—perfect climate, fertile soil, and a smart and determined workforce. As you know, our founders came in and created the market. And we dominated that market for fifty productive years.
But then the market turned. A competitor started fifteen miles from where we are, driving down prices, and taking market share. Our customers began to leave, and our jobs were threatened. Three years ago we realized, ...
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