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Defy Popular Marketing: Why Authenticity Outperforms Mass Appeal
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"Popular! You're gonna be popular!" Glinda's iconic song from Wicked is catchy, confident, and completely wrong—at least when it comes to your marketing strategy. Just like that peppy song promises popularity is the answer to everything, we're often told that appealing to everyone is the key to business success. But is that actually true? In this e…
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