A big part of my job is helping leaders come to terms with de-prioritizing parts of their story — sometimes parts that they love — in service of becoming more effective.
What I Learned Crafting Messaging for 15 Startups
Andy Raskin

I quite agree. I often tell people that the goal of most forms of selling communication isn’t to get someone to say yes, it’s to get them to not say no. Big difference, if you make that your goal.

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