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304 The Practice by Seth Godin

The Marketing Book Podcast

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Finding the Constraints in Embracing Them

The author says focusing on the outcome first and foremost is almost entirely the cause of our fear. In his earlier career as an ad man, there was this expression called tight briefs liberate. The more specific you can be for the creative team, actually it's easier to make a good work. "On the edge of the box, we get a chance to change things just enough"

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