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an advertisement in a may be a superficial a company that does not ly ,, 7 | ne gooq loea can oe anymlr ::..J0{aybe it's a media representati S.r r ave to live with for the industry. I ago." Conti competi rapid change andggopv,ifig competi- tion have brought a cloud of confusion to c.e.o.'s and sales executives trying to grow their businesses.

One common response to this cloud of confusion is what I call "Popcorn." Imagine kernels of popcorn simmerins in hot oil in the bot- atcncy sutgesting a new brochure. That also sounds good, and "pop," like kernels of corn exploding in every direction, they expend money fied prospects. And a new brochure may be a superficial response for an organization that doesn't have feedback mechanism in place to adequatelv understand its customers.

The unfortunate consequences are often more pressure, more confusion, and more energy expended in the wrong places.

Is there a better way? Sure. A far more effective response is to create a powerful sales and marketing system. A sales and marketing system pro-

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