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218: Evelyn J. Starr — The Evolution of a Brand
The Bootstrapped Founder
How to Influence Word of Mouth
A McKinsey study showed that two-thirds of marketing is happening outside the company. So what I'd say to your founders is, take a big exhale and realize that a lot of the marketing of your brand will happen away from you. You cannot control it, but you can influence it, okay? And the way you influence it is by being consistent in the way that you put it out in the world.
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