This was the line that struck me as I was re-reading the 22 immutable laws of marketing by Al Ries and Jack Trout.
It’s a very strong claim and the test of my experience runs against it. Or does it? I am prepared to treat it as a presupposition and see how much effort I can save to put to more worthwhile pursuits.
Gropius in 12 lines times 4 words
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