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That’s the direction we like to send sales curves.
It doesn’t happen by luck or accident. It’s the result of a disciplined strategic process we call The Unlearning Curve™. The results of the process are actually exhilarating: together, we create something that lasts, a clear position that everyone from the customer to the new hire to the chairman of the board “gets,” and believes in, and can base all sorts of decisions on.
Then (only then) we create the advertising. And the work lasts. Decisions are made not on personal tastes and prejudices, but on a clear understanding of the relationship between you and your customers. Every single solitary little scrap of communication furthers the brand.
And the sales chart? Again and again, we see the direction this process takes it: up and to the right.