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5 Questions to Ask to Evaluate the Effectiveness of Your Company's Foundational Statement
"Why do we need a foundational statement?"
I hear this one a lot. It is understandable; the "fun" part of positioning is writing the catchy messages to go on your website or in your ad campaigns. But imagine if you asked everyone on your marketing team to write a catchy sentence that explains what your company does - would they all write something similar?
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