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2min chapter
How To Develop A Point of View For Your Company
Positioning with April Dunford
The Importance of a Personal Experience in Branding
The founder might have this implicit point of view that was built into the product. Nobody ever sat down and crafted the story that communicated that point of view in a way that marketing could use it or sales could use it when they're interacting with customers. This concept of a point of view is sometimes kind of abstract until I give you an example.
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