Even if on paper you are the most qualified, even if you can demonstrate that your product is superior, even if you have a watertight rationale to demonstrate that you are the best choice by a mile, people will be reluctant to support you unless they believe you. And they won’t believe you unless they can see you. People need to understand what you stand for, just as much as they need to know how your policies, products and services can help them. You need to give them a reason to be loyal to your brand, rather than a hundred reasons why you’re better than the competition. There is no back
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