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The worst marketing sin

By Francis Moran

Imagine you want to go to New York. And New York is a five-hour drive away. You start out on a certain route but after two hours, you haven’t reached New York yet. So you conclude that the route you’re on isn’t the right one and you change routes. An hour later, you’re still not in New York, so you change routes again. After yet another hour, you’re still not in New York, so you change routes again. And then you run out of gas. So you abandon your trip to New York; indeed, you begin to wonder whether New York ever really existed or whether there was any way at all that you could get there from where you were.

Nobody in their right minds would try to get to New York this way. Or come to those conclusions about getting to New York if their efforts failed.

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