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The Highly Effective Marketing Plan (HEMP): A proven, practical, planning process for companies of all sizes by Peter Knight

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Chapter 10. Know Yourself

So far you’ve addressed a lot of ‘whats’? What you want, what product and service you offer, what the one big thing you have is, what benefits this has for your customers? Now you need to take a good look at yourself in a different way – Who are you?

In the same way everybody has a personality, so do all companies. Some are traditional, solid and safe as houses. Others are cool, trendy even funky. A number are highly professional and quite technical, whilst quite a few are easily excitable, loud and boisterous (think packed out Italian restaurant on a Friday night). No personality is necessarily always right or wrong. I’m not advocating that all companies should be cutting-edge cool. Indeed I can think of little worse ...

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