CHAPTER 3 Harness Your Inner Marketer

In what profession can you invest a decade or a quarter of a century perfecting your craft, yet the guy in the supermarket thinks he knows as much as you? Marketing, for one. Does he know as much as you? Maybe not, but he still might have some very good marketing ideas. So why does everyone have something righteous to say about the latest YouTube video sensation or about what’s arguably the best part of the Super Bowl—the ads? Because marketing is downright fun!

And it’s integral to life on Earth. The bright colors or aroma in flowers advertise the hidden sweet nectar to birds, bees, and butterflies, with the ulterior motive of pollination. Moses’ Ten Commandments were simply headlines or taglines for an ...

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