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Our term for the sickness which is pervasive among the largest corporations in America. It begins with a handshake approval from one of the principals, then blossoms into full-blown giddiness when, months later, the consultant hands over a gigantic, beautifully crafted presentation booklet with their right hand while taking astronomical fees with their left hand. And during the final presentation, most employees are afraid to question their findings or motives. Another clear case of documentitis.

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We’ve all heard it. And now it’s time to realize we’re missing the mark if our goal is to hold a normal conversation with a consumer.

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