(Paid Advertising)

The New Marketing Ideas: Transparency, Engagement, and ZMOT

Ryan Chute
Ryan Chute
May 27, 2022
The New Marketing Ideas: Transparency, Engagement, and ZMOT

It's time to clear out the smoke and shatter the mirrors. One of the most dangerous statements a business owner can make is, "But it's different this time. "What they fail to realize is that ideas and concepts don't actually change so much as they get repackaged and renamed. In fact, many of marketing's oldest ideas are getting repackaged and renamed. And among these new names are Transparency, Engagement, and the Zero Moment of Truth. The reason these old ideas are being repackaged is that they've been forgotten. In the rush to keep up with the latest shiny object, we've lost sight of some of the most important marketing principles. Transparency, engagement, and the zero moment of truth are all old ideas that have been repackaged for the modern world. And they're important ideas that we need to remember if we want to be successful marketers. So, what are these old ideas? And why are they so important? We've got the answers for you in this article. So keep on reading to learn more!

What is Transparency

What is Transparency?

Transparency influences your consumer’s decision-making process. This includes information about a product or service, such as its features, benefits, and price. It's an important principle in small business marketing and business advertising because it allows customers to accurately see what they're getting before they make a purchase. It also allows companies to build trust with their customers by being open and honest about their brand image, messaging, and products and services. Here's an example that'll paint a good picture for you: One HVAC company says, "Our club membership provides you with reliable, high-quality services that lower your monthly utility bills." Yawn. Another HVAC company says, "Sure, we're more expensive. But no other company can provide the amount of value and perks that we can." Which company do you believe? The second HVAC company admitted the downside and won your admiration and your trust. And that's what transparency is all about. Your prospects aren't going to believe the upside until you admit the downside.

Do you have the courage and humility to let the public see you for real? Few companies do. The concept of transparency is an old idea that has been rebranded for the modern marketing world. Traditionally, businesses kept a lot more information about their operations hidden from the public than compared to today. In our hyper-connected, hyper-complicated world where fake news, data breaches, and privacy concerns have become the norm, consumers are craving more transparency than ever before. So, if you want to build trust with your target audience, be willing bare it all. Otherwise, you may find your business at a serious disadvantage. At Wizard of Ads®, we can help you create messaging and campaigns that focus on total transparency to connect with your consumers on a deeper level. Ready to boost your marketing & sales results and make your brand a household brand? Book a call with us today to get started!

The Engagement

Sure, winning a customer's attention is easy. But hanging on to it is a different story. This is called "engagement." Engagement is the level of connection someone has with your brand. It's the emotional attachment they feel toward your company, product, or service. It's what drives people to buy from you again and again. There are lots of ways to measure engagement. But at its core, engagement is all about creating experiences that customers enjoy so much that they keep coming back for more. Let's provide you with another example: One contracting company has an email newsletter that they send out once a week.

They have social media accounts but they only post every now and then when there is a new promotion or offer. Another contracting company has an email newsletter that they send out every day. They are active on social media, sharing photos of their work, answering customer questions, and offering relevant tips and advice. Both companies are providing value to their customers. But the second company is more engaged with its audience. And that's what's going to make the difference in terms of sales, customer loyalty, and repeat business. Back in the good ol' days before the technology boom, engagement meant interacting with your customers face to face or through direct mail. But now, in the digital age, engagement has taken on a whole new meaning. It's not enough to just post an occasional update or offer anymore. Consumers are expecting companies to be more responsive, engaging, and interactive. They want to feel like they're a part of your brand, not just a passive observer.

Zero Moment of Truth (ZMOT)

Zero Moment of Truth (ZMOT)

The Zero Moment of Truth is the pivotal moment in which a prospective customer decides whether or not to engage with a brand. It essentially comes from the old Yellowpages scare tactic and is now repackaged and renamed for big search engines like Google. It's the "make or break" moment that can determine whether or not a sale is made, and it's crucial for businesses to understand how to influence this moment. The fundamental premise of the Zero Moment of Truth is that your prospect is going to go online when they’re ready to purchase what you sell. However, there is a dangerous, underlying assumption that all contenders are created equal during The Moment of Truth, but that assumption simply isn't true. The company that is most likely to get the click, the call, and the sale is the company that the customer has already heard of and associates positive feelings with. Think of the tortoise and the hare. The tortoise takes its time to create a moment to win the hearts of the people long before the race has even begun. He's bonding with tomorrow's customers. The rabbit, on the other hand, thinks the tortoise is naive. He laughs at him for continuing to believe in the power of branding. And we all know how that race turned out. So, if you want to win the race to conversion, focus on your Zero Moment of Truth. It's never too early to start building a relationship with your customer. It'll not only pay off in the long run, but it'll give you a leg up on the competition.

Successfully Implementing New Marketing Ideas

Now that you have a deeper understanding of what role transparency, engagement, and the Zero Moment of Truth play in the modern world today, let's break down the specifics of how you can implement these key principles successfully.

Transparency

Here are some effective ideas that you can use in your marketing plan to bring the element of transparency into your brand:

  • Own up to your mistakes: Nobody's perfect, and your customers will respect you more if you're honest about your failings. You can do this by replying to customer reviews, or even writing a blog post about a recent mishap.
  • Use social media platforms to give customers an inside look at your business operations: This can be done through things like live-streaming, having employees post behind-the-scenes content, or even just responding to customer queries and concerns in a public forum.
  • Be open and honest about any changes or updates to your product or service offerings: Customers will appreciate knowing what's going on with the brands they support. Post updates by way of social media, email newsletters, or even just a quick message on your website.
  • Avoid weasel words: The more ways you invent to get out of removing the problem for a customer, the more they distrust you. If your warranties and guarantees seem impossible to satisfy by anyone other than the Pope, you are doing your business more harm than good. Don’t fret about the odd knucklehead. Just build in a little bit into your prices to accommodate the occasional low life.

Engagement

To keep customers engaged with your brand, it's important to create content that is interesting and relevant to their needs. Here are some ideas to get you started:

  • Highlight customer stories: Share how your product or service has made a positive impact on someone's life through a blog post, social media update, mass media ad, or email newsletter. Great advertising is about your customer and their life. Bad advertising is about you and what you sell.
  • Be a consistent and entertaining presence: Entertainment is a currency to a too busy public. Share interesting content, run contests, donate to charity and engage with your followers on a regular basis to keep them coming back for more. Frequency of a consistent brand message is essential if you ever hope to become a household name.
  • Create helpful guides and resources: Edutain prospects with something new and interesting. Show them how to get the most out of your products or services through blog posts, social media posts, or downloadable resources. People don’t change their minds. They make a new decision when they are presented with new information that they agree to believe. You cannot change someone’s behavior until you change their beliefs.
  • Answer common questions: Customers will have questions about your business, so be sure to answer them in a way that is both helpful and engaging. You can interact with them by leaving comments on their blog posts or social media updates, or by sending them a personal message. Don’t feel compelled to sell them something. The simple fact that you are being useful is persuasive enough.

Zero Moment of Truth

That first moment when prospects are about to decide whether or not to buy your product or service means everything. Here are some impactful ideas that'll help you get into your audience's heads during their Zero Moment of Truth:

  • Make sure your website is up to par: For customers to take you seriously, your website needs to look professional and be easy to navigate. Checking for things like broken links, outdated graphics or information, and typos will ensure that your site makes a good first impression.
  • Include customer testimonials: Customer testimonials are a great way to show prospects that others have had success with your product or service. Adding a face or a name to the testimonial will make it even more relatable and credible.
  • Create compelling advertisements: If your advertising is painful to you, you’re doing it wrong. Great advertising is about telling your authentic story in a persuasive way that has people stepping into your gravity well as self-selected insiders. Creating ads that speak their truth, are relevant to your target audience, and offer them something of value will immediately resonate and capture their interest.
  • Engage in content marketing: Content marketing is all about creating helpful, informative, and engaging content that will attract customers to your business. This can be in the form of blog posts, social media posts, mass media ads, YouTube videos, or even downloadable resources like e-books and white papers.
Build a Tribe of Loyal Customers

Build a Tribe of Loyal Customers

Use these marketing tips to inspire you to become a brand that prides itself on transparency, engagement, and prowess in winning customers' hearts at their Zero Moment of Truth. For guidance on how you can build your brand to become a Titan in your industry, Wizard of Ads® can help. We’re marketing strategists that help brands create a powerfully authentic brand story, eye-catching brand image, and brand presence that build a tribe of loyal customers and make you a household name in your market. To learn more about how we can help you, book a call with us today!

(Online)
(Offline)
(Zero Moment Of Truth)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Services work with?

Wizard of Ads® for Services work with healthy and growing businesses hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

Our advertising model works best for services who have a long purchase cycle and sell a more expensive product like jewelry, furniture, luxury products, and automotive.

How does the Wizard of Ads® for Services charge?

Traditional full service marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Services as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for services who sell goods with a long purchase cycle.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Services pricing model is based solely on the top line revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Services believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Services only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Services?

There are four key revenue stages for engagement with the Wizard of Ads® for Services.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Services between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Services has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Services can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Services. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Services, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Services, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

Offline, the Wizard of Ads® for Services Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

Online, the Wizard of Ads® for Services Digital Lead will either coordinate production in-house or work with your preferred digital vendors. The scope of work will be determined and fees will reflect the scope of work to be done.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., Furniture, Automotive, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

Wizard of Ads® for Services can provide a host of digital marketing solutions for services. Wizard of Ads® has specialized Partners that provide digital services that serve services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Services core solution.

It is most likely that Wizard of Ads® for Services will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Services can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Services owns copyrights for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Services hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Services racks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most services do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With hundreds of service clients and a playbook of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your goods and services appealing to potential buyers. If you can deliver the goods, we can  build the relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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