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But the messaging architecture is only the first step. For every version of the Nest story, we wrote down the most common objections and how we’d overcome them—what stats to use, what pages of the website to send people to, what partnerships to mention or testimonials to point to. We figured out which story we could put on a billboard all the way down to the story we’d tell a longtime customer.
Fill your leadership team with good-natured people. No one wants to work with a jerk, even a very talented jerk.
How to Make a Few Billion Dollars
Brad Jacobs
Traditional rubrics fail to reveal the best answers, or how to explain those answers to others. After explaining why, the following system solves both failures.
Fermi ROI: Fixing the ROI Rubric
longform.asmartbear.com
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