Marketing is the art of building a product or service that tells a story. A true story—one that resonates and changes the person who experiences it. The first job of the marketer is to find a problem and to solve it, helping the customer get to where they are going. And the second, which (from a marketing perspective) is ultimately more important than the first, is to give that person a story to tell others. To engage with the web of community. To help that person improve their status and affiliation because they are engaging with others using the story that you helped them create. When we see
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