An ideal audience isn’t just one that’s available—it’s one that’s receptive.
When we say something is just as important as how we say it.

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Just two days before Christmas while every other retailer was happily dealing with long lines, the outdoor clothing and travel equipment store was empty. Not a customer in sight. They should have been doing a brisk trade in torches, camping accessories and stocking fillers, yet the assistants had plenty of time to finesse the ‘Boxing…

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