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The leading interactive internet marketing agency HAND-WAVY CONTENT IDEATION STUFF ONE TRICK PONIES GET SHOT STRATEGY, SERVICES & WHY WE GET FIRED Ian Lurie @portentint www.portent.com

One Trick Ponies Get Shot: For Everyone

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Strategic thinking is critical to business. But we've moved away from it towards 'productized' services and feature-driven products. Learn why tactics-driven business can hurt your organization, and how to deliberately apply strategic thinking to what you do, no matter whether your a services or products company.

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Page 1: One Trick Ponies Get Shot: For Everyone

The leading interactive internet marketing agency

HAND-WAVY CONTENT IDEATION

STUFF

ONE TRICK PONIES GET SHOT STRATEGY, SERVICES & WHY WE GET FIRED

Ian Lurie @portentint

www.portent.com

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CEO & Founder

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portent.co/onetrickpony

Yes, like this, no ‘m’.

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REMEMBER THIS, IT’S IMPORTANT

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THE PROBLEM

WHAT ‘STRATEGY’ IS

HOW TO BE STRATEGIC

1

2

3

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THE PROBLEM

1

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I GOT FIRED

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THE 3 STAGES OF GRIEF

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J

hey, no worries, we did great work together, i

understand. you can hire us again when you leave that dump hehehehehe.

MATURE ACCEPTANCE

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J we did great work

together. they can hire us again when they

leave that dump hehehehehe.

RATIONALIZATION

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L

what the hell?!!!

FRUSTRATION

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WHY?!!!

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I DID A SURVEY

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0%

50%

100%

Agency Client

FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE

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PORTENT NET PROMOTER SCORE: PASSIVES & DETRACTORS

Cost

Transparency

Value

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WHY?!!!

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CHECK OUT THE SEO!!!!

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BUT WHY?!!!

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HEY! PRODUCTS ARE EASIER!

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LET’S ‘PRODUCTIZE’ OUR SERVICES!!!

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sigh

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DESIGN SEARCH MARKETING

LOCAL SEARCH CONTENT MARKETING

LINK BUILDING PAID LINKS

WAP INBOUND MARKETING

SEO VIDEO SEO

SOCIAL MEDIA PAID SOCIAL MEDIA

BLOG POSTING GUEST POSTING

INSTAGRAM MARKETING PINTEREST MARKETING

BANNER ADS MEDIA BUYING DEVELOPMENT

E-COMMERCE DEVELOPMENT MOBILE

RICH MEDIA INFLUENCER MARKETING

DIGITAL PR AFFINITY MARKETING

PERFORMANCE MARKETING AFFILIATE MARKETING

ARBITRAGE CONTENT SPINNING

CROWDSOURCED UPVOTING TWITTER MARKETING

FACEBOOK MARKETING

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THE TACTIC IS NOW THE PRODUCT

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THE PRODUCT BECOMES A HIGHER RANKING

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THE PRODUCT BECOMES A PRETTY WEB PAGE

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THE PRODUCT BECOMES ONE FEATURE

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CHECK OUT THE SEO!!!!

check out my digital content

app mobile marketing

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CHECK OUT THE SEO!!!!

OUR PRODUCT IS JUST LIKE _____

BUT FOR ___

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IF THE TACTIC IS THE PRODUCT YOU’RE A ONE-TRICK PONY

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CHECK OUT THE SEO!!!!

NOOOOOOOOOO

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THE TACTIC BECOMES THE GOAL

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TACTICS LOOK EASIER OVER TIME

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TACTICS SEEM LESS VALUABLE OVER TIME

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DIMINISHING RETURNS

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“WE’VE NOW EDITED 32 TITLE TAGS” “TRAFFIC FROM ORGANIC SEARCH IS UP 10%”

“THIS WEEK, WE DID THESE 10 THINGS”

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THE CLIENT DOESN’T BUY A TACTIC OR A FEATURE

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THE CLIENT BUYS AN OUTCOME

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0%

50%

100%

Agency Client

FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE

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MAKE THE OUTCOME THE PRODUCT AGAIN

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CHECK OUT THE SEO!!!!

yes please, strategy! better

than bullets!

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WHAT ‘STRATEGY’ IS

2

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FIRST, FEW MYTHS MUST DIE

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$40,000 please

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$40,000 pleaseNO

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“WE NEED A 2-YEAR STRATEGY”

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“WE NEED A 2-YEAR STRATEGY” NO

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THERE IS A STRATEGY

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THERE IS A STRATEGY NO

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STRATEGY = GOAL

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STRATEGY = GOAL NO

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STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL

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STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL NO

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STRATEGY ISN’T A THING

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A PLAN IS A THING

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STRATEGY IS AN APPROACH

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STRATEGY TESTS & EXPLAINS TACTICS IN TERMS OF AN OUTCOME

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STRATEGY TESTS & ADJUSTS TACTICS IN TERMS OF AN OUTCOME

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STRATEGY DRIVES GOOD TACTICAL DECISION-MAKING

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HOW TO BE STRATEGIC

3

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FOUR COMPONENTS OF STRATEGY

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SET GOAL(S)

FIND PARAMETERS

USE THE FEEDBACK LOOP

DELIBERATE REPETITION

1

2

3

4

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OH, AND DON’T FORGET

STRATEGY WEEEEEEEEEE

LURIE SPACE TOURISM

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GOAL 1

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A MEASURABLE OUTCOME THAT MEANS SUCCESS

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YOU ARE HERE  

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OR HIGHER CUSTOMER VALUE

OKEE DOKEY

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PARAMETERS 2

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CONSTRAINTS, OPPORTUNITIES AND METRICS

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OPPORTUNITY: BIG BUDGET

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OPPORTUNITY: GREAT PRODUCTS

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OPPORTUNITY: LOW BODY COUNT

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webpagetest.org

OPPORTUNITY: AWFUL SITE

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WEEEEEEEEEE

Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find.

We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.

Lurie Space Tourism99% survival rate!!!

1.800.SPA.CERS

Free space sickness kits!

Fastest transit to Mars! Start your new life today!

Space travel is cool!

Another happy customer

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webpagetest.org

OPPORTUNITY: AWFUL CONTENT

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Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find.

We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.

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ASSET: AMAZING IMAGERY

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YOU ARE HERE  

CONSTRAINT: TIME

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CURRENT METRICS

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FEEDBACK LOOP 3

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EVALUATION AND SELECTION OF TACTICS

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TACTIC/IDEA

DOES THIS VIOLATE CONSTRAINTS?

WHAT’S THE PRIMARY IMPACT?

WHAT’S THE SECONDARY IMPACT?

WHAT’S THE COST?

PITCH/PLAN

REFINE

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MEASURE TACTICS AGAINST OUTCOME

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ASK

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IS THIS TACTIC, GIVEN PARAMETERS, THE BEST WAY TO ACHIEVE THE OUTCOME?

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JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME

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DELIBERATE REPETITION

4

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SCHEDULE REGULAR STRATEGIC SESSIONS

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ENSURE OUTCOME REMAINS THE FOCUS

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THE WHOLE TEAM

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NO PROCEDURAL STUFF

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2 HOURS, MINIMUM

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PUT IDEAS THROUGH THE FEEDBACK LOOP

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LEAVE WITH AT LEAST ONE IDEA

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SCHEDULE REGULAR CLIENT CHECKINS

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PRESENT YOUR IDEAS TO THE CLIENT

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EXAMPLES

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IDEA 1: REDESIGN THE LST SITE

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WEEEEEEEEEE

Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find.

We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.

Lurie Space Tourism99% survival rate!!!

1.800.SPA.CERS

Free space sickness kits!

Fastest transit to Mars! Start your new life today!

Space travel is cool!

Another happy customer

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Rewrite content $15,000.00 Information architecture $55,000.00

Design $65,000.00 Wordpress 12.1 setup $45,000.00

Messaging $25,000.00

Mental remarketing setup $151,000.00

Total $356,000.00

*not adjusted for inflation

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JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME

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CURRENT METRICS

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OPPORTUNITY: ROOM FOR IMPROVEMENT

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OPPORTUNITY: BIG BUDGET

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ASSET: GREAT IMAGES

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CONSTRAINT: 1 YEAR TO MEET GOAL

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TIME TO LAUNCH: 3 MONTHS

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INCREASE CONVERSION RATE TO .6%

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$22,500,000.00

9 months, remember

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IDEA 2: SOCIAL AUDIENCE BUILDING

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Mental remarketing $15,000.00 Post creation $55,000.00

Drone reposting $65,000.00 In-brain sentiment analysis $25,000.00

Total $160,000.00

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JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME

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CURRENT METRICS

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OPPORTUNITY: BIG BUDGET

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CONSTRAINT: 1 YEAR TO MEET GOAL

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TIME TO LAUNCH: 3 MONTHS

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TIME TO IMPACT ?????

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10 CUSTOMERS ATTRIBUTED LAST YEAR

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DOUBLE AUDIENCE = 20 CUSTOMERS, AT BEST

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$200,000.00

assumes instant impact

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COULD BE MUCH BIGGER, BUT WE DON’T KNOW FOR CERTAIN

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PARK IT FOR LATER

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IDEA 3: HIRING AN IN-HOUSE TEAM

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Full-time design team $210,000.00 Writer $55,000.00

Strategist $190,000.00 Nerd $90,000.00

Total $545,000.00

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JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME

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CURRENT METRICS

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OPPORTUNITY: BIG BUDGET

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CONSTRAINT: 1 YEAR TO MEET GOAL

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AGENCY COST: $750,000.00

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TIME TO LAUNCH: 3 MONTHS

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TIME TO IMPACT: 6 MONTHS?

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HUGE IMPACT

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BUT IT’LL TAKE 9 MONTHS

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DISCUSS W/ THE CLIENT, BUT FOR NOW…

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SET GOAL(S)

FIND PARAMETERS

USE THE FEEDBACK LOOP

DELIBERATE REPETITION

1

2

3

4

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CLIENTS & CUSTOMERS BUY AN OUTCOME

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SO SELL THE OUTCOME THEY WANT

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STRATEGY RECRUITS AND EMPLOYS TACTICS IN TERMS OF THAT OUTCOME

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AND CONNECTS THE TWO.

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Many services companies fail because they

confuse tactics with outcome. A deliberate,

strategic approach can fix that.

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STRATEGY SAVES ALL ONE-TRICK PONIES BECAUSE THEY’RE NOT ONE-TRICK ANY MORE

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CHECK OUT THE SEO!!!!

i am da boss!!!

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ON KINDLE bit.ly/onetrick

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The leading interactive internet marketing agency

HAND-WAVY CONTENT IDEATION

STUFF

OPEN FIRE Ian Lurie @portentint www.portent.com

(METAPHORICALLY SPEAKING)

portent.co/onetrickpony