“Unless you are physically out-numbered by people who would do you physical harm, you should determine who you are, what principles you believe in, and what you and your business stand for; find the audience for that; and communicate clearly and consistently. In doing so, ignore whatever disapproval or criticism may come from everybody in the cheap seats, and forget all about wooing those who cannot be wooed. In other words, find your audience and serve it.” Dan Kennedy

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