Maximizing ROI and Changerators

By Peter Metzinger

Yesterday I met Cate Newman-Marshall again at Nineteen Squares for a proper meeting to talk about the book. I had sent her some pages in advance, as far as I had gotten with writing and translating. (A lot of the work is translating my checklists.) She had a lot of good questions of understanding, coming from her deep understanding of the topic, but reading about the business campaigning® concept for the first time. One major discussion point were the meanings of expressions, which form the foundation of the concept, expressions like pulling out all the stops, guidelines, tools etc.

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