While it’s tempting to build an organization with direct marketing techniques, just about all the brands that matter to our culture aren’t built that way.
This is a trap the web sets for you.
What you need to sacrifice to make the numbers work might be the very brand you seek to build.
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Written by Rik Klingle-Watt
About the author
Rik Klingle-Watt is a soulpepper and the writer of Not Business as Usual, an award-winning documentary about disrupting the business quo.
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