We like comedy - satisfying hubris - far more than tragedy, because deep down we’re wired for nice guys to finish first. We believe people who act badly deserve bad. So most people think it’s good to say bad things about people who act badly.
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Eventually, you’re going to meet someone, maybe at the next meeting, to whom doing something bad seems good. War is like that.
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What Would Willy Wonka Say About Good Gossip at Your Office?
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Imagine that if once employees are accepted in your company, they know that nobody is going to say anything negative about them behind their backs, ever.
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Your job isn't just to get heads nodding when you talk. It's to get your prospect to know that understand his pain inside and out, and you've got a marketing plan to fix it.
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See into the mind of the advertising giant. Every sales person should read this and see how product descriptions, sales attacks and defenses must be waged.
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This is the most important word to creatives, whether they know it or not. (And it isn't paycheck.)
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