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• People power: Use your strongest resource strategically. People round out ideas when they work in groups, are the source for good stories, have the emotions we want to target, and are the best word of mouth PR.
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• Stretch you limit: Average creativity, like average strength, is not enough. Demand excellence of yourself and your team.
• Think about whom else will benefit from your success and have them contribute both economically and creatively. Olympic sponsors had a roster of commercials that were absolutely medal worthy!
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