How “False Expertise” Can Damage Your Business—and How to Protect It
ConversionXL
OCTOBER 18, 2018
How much do you know about Philadelphia, Pennsylvania? Marketing campaigns, Baker argues, are now chalkboard specials: readily changeable menus of expertise that require no long-term commitment—unlike the 20-foot neon sign above a restaurant. Resumes are noisy: The name at the top may suggest gender and ethnicity.
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