I tell everyone: It’s about finding the audience, telling the story in their words, meeting them where they are, and influencing behavior to drive growth, build a shareholder base, or increase brand perception. BUILDING FOR THE FUTURE (45:29-46:41) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Erik Carlson
From Reactionary Messaging to Proactive Storytelling Page 11 Page 13
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