One of the biggest things I hear when consulting is "this will change this, or that" or "this is something new", often musicians say this. Let's be very clear, your brand has competition, everyone in your industry thinks the same way and more than likely are taking the risk that will make people believe they "will change this or that".
It's time to get out of your shell, research your competition, see what they are executing, what technologies they are innovating and using, If you don't......see the guy in the green shirt above
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