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Tag Archives: Gaping Void

Remember: Your job is to be amazing

A classic from Hugh MacLeod, November 2004: The primary job of an advertiser is not to communicate benefit, but to communicate conviction. Benefit is secondary. Benefit is a product of conviction, not vice versa. Whatever you manufacture, somebody can make it better, faster, and cheaper than you. You do not own the molecules. They are stardust. […]

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