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How not to plan - Les Binet & Sarah Carter

Uncensored CMO

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The Hero Slide

The ideas behind the book go back to about 1995, when I worked doing econometrics on this insurance brand. It's like one of those moments when you create something we should got a life of its own. And at the time, it was kind of like, you come up with something and you go, well, it's kind of obvious, though,. But obviously, isn't it?

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