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The universal essence of business marketing has always been about how to generate awareness of the water from the stream (material origin source) to the homes on the hillside faster, better, cheaper, on demand and now extremely niche personalized.
Some core questions to ask for every client project: What is their stream (unique product offering). What are the digestible (understandable) and sticky (memorable) ways to (and into) these possible homes (your customers customers space) in which to receive the invitation to the unique watering hole.
