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After building hundreds of startup brands, Arielle Jackson shares 6 early marketing missteps to avoid

In Depth

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What's the Ideal Way for a Team to Go After a Company?

When meeting with founders, it usually takes them 30 minutes to explain what their company does. So one of the things i do when I work with a company is give them a work sheet and force them to answer questions in written language. And then how do these different work streams then flow into this concept of category definition? For purpose in particular, i didn't invent the framework,. I borrowed it from ogilvy and their purpose framework called the big ideal. It's an exercise where you brain storm all the things that are happening in the world that are relevant to you as a company.

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