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2min chapter
How to Become a Brand Tastemaker
Marketing Against The Grain
How to Buy a Doodle Versus How I Bet on a Marketing Channel
Kieran: You have to start with your own hypothesis of why this will work out. The second is actually validation from people you're aligned to. Now I've got someone who believes the same thing that I believe in, making the same bet. And then the fourth one, that's actually really interesting because I could counter and push back on that one - which is like I spend 10k here, I get maybe some upside on the doodle of the project goes up but I get a ton of learning.
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