The slim woman dressed in activewear, in line at the cafe next to the gym, orders a black coffee. As she’s handing over her card when the barista asks her the question he’s asked every single customer who ordered a takeaway coffee that morning. ‘Would you like a glazed doughnut for just $2 to go…

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We can all benefit from learning to demonstrate, not just explain the value we create. Marketing and sales are about showing and telling.

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The people you’re trying to reach and resonate with are filtering. From the contacts you try to add on LinkedIn, to the clients you’re hoping to attract. They are deciding who is worthy of their permission and their time.

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Even though nine of her children emigrated to England in the 1960s to find work, my grandmother never travelled outside Ireland. She refused to taste cucumber, even though my English aunt insisted on making cucumber sandwiches whenever she came to visit. Even after her doctor told her cigarettes were bad for her angina. Granny still…

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