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Creative Advertising and the Power of Imagination

Ryan Chute
Ryan Chute
February 16, 2022
Creative Advertising and the Power of Imagination

Creative advertising stems from the advertiser’s ability to engage with their own imagination. Instead of retracing the steps of those who have come before you, use your imagination to follow in their footsteps to places unknown. It’s up to all of us to improve on the discoveries and creativity of the past. To start, practice and develop your sense of imagination. Only then can you drive your advertising to new creative heights.

The Wizard’s Seventh Law of the Advertising Universe

“Engage the imagination, then take it where you will. Where the mind has repeatedly journeyed, the body will surely follow. People go only to places they have already been in their minds. ”Since you can’t go to a place you haven’t yet seen in your mind’s eye, use your imagination to think of and picture the countless possibilities. It’s essential to have this mental flexibility that stems from being comfortable with the unknown. If you’re comfortable with the unknown, then you can journey in your mind to any place that could ever be. And you can do so without the internalized judgment that would slow you down otherwise. Let’s look at a real life example of how the mind and imagination can work to chart new paths. Here’s an excerpt from Chapter 18 of the book Secret Formulas of The Wizard of Ads: “Ludwig van Beethoven was capable of hearing music in a silent world, but his ability to hear symphonies in his head was nothing special. Beethoven’s brain was no more capable than those of the people with whom you deal every day. Physiologically, each of us is Beethoven’s equal. You can hear Beethoven’s Fifth Symphony in your mind right now, if you’d like. Remember how it begins? Just like you and me and Ludwig, your customers have the amazing ability to see with their eyes closed and to hear when there is no sound. They can touch what isn’t there and taste what they have not yet eaten. In your advertising, don’t speak to the world outside your customers, speak to the world inside their minds. Give them a taste of the experience you have waiting for them in this meeting place we call Reality.” Let’s look at how you can engage with your imagination to achieve creative advertising ideas. It sure worked for Beethoven!

How Does Imagination Influence Creativity

Strong imagination comes from curiosity and practice. If you can find interest in a subject, you can let your curiosity guide you. What do you wonder about? What makes sense? What doesn’t? How have others thought in the past? How could you think differently now? First, learn what you can, and then see where your curiosity takes you. The more curious you are, the more you can imagine answers to the varied questions you think of. In turn, you’ll improve your facility with engaging your imagination. The more facile you are with your imagination, the more you can draw on it during the creative process. If it takes half of your mental energy to give yourself permission to imagine, and then the other half is spent trying to tap into it, you’ll be drained before you know it. When you make a habit of falling back on your imagination regularly, it’ll become comfortable, just like anything else in life. Ask yourself…How creative could Beethoven have been if he had never developed his sense of curiosity or practiced using his imagination?

What Makes a Creative Advertisement?

Creative advertising requires a fresh take on an existing or new situation, problem or solution. To make your advertising efforts work for you, you’ll need to make an impression on your audience. Encourage a new frame of mind or a more nuanced understanding of an aspect of your industry or services. When you can elicit an emotional or intellectual response in your audience, you’ll start to hit home with your advertisements. Otherwise, your audience will see your commercial or billboard and then promptly move on with their life. But by encouraging them to reframe their mind or reflect on what they feel, then you’ve planted a seed in their mind. Eventually, with enough seeds, sales will sprout when your messages resonate with your audience.

Does Marketing Require Good Imagination

Does Marketing Require Good Imagination?

It requires imagination to market originally and to your maximum effectiveness. You might be able to copy the campaigns of your competitors, but you’ll never chart your own path or achieve your potential. Think of it this way: if you only do what has already been done, then how can you achieve more than before? You can’t. In order to rise to the top of your industry, you’ll need to market your products or services in a fresh way. If you’re having a hard time crafting creative marketing solutions, then you’ve come to the right place for help. At Wizard of Ads®, we understand the creative process and how much of an art marketing can be. With our help, we can foster your sense of imagination and achieve previously-unknown goals. Contact us today!

How to use the Power of Imagination in Creating the Most Effective Advertising?

Powerful imagination can spark your advertising creativity. In turn, watch your sales figures grow as you achieve previously-unknown growth. That sounds great, right? But maybe you’re wondering how, still. Don’t worry, we’re not done yet. Read on for actionable steps you can take to engage your imagination, spark your creativity and improve your business’ marketing methods.

Explore your Passion

It starts with passion. Do you care about the problem your product is solving? Are you passionate about the solution you’re offering with your services? If you don’t believe in your passion, then you won’t be able to market effectively. It might work okay, but it’s not going to pique much interest or change many minds. It’s okay if you don’t know what you’re most passionate about yet. Start by reflecting on what services or products you offer, how they help and who they help. For example, imagine you sell mittens, which help people keep their hands warm. What about that moves you? How is your product unique? Does the idea of providing comfort matter to you? Maybe they’re the coziest mittens around. Or do you care about offering safety to those who spend time outdoors in the cold? Maybe they’re the most protective mittens. When you know what matters, you can show people why it does. If you can grow to understand what you feel moved by, then you’re well on your way to identifying the most important aspects of your business to focus on.

Learn to Focus

Learn to Focus

Speaking of focus, we recommend finding some. If you’re using too many different ideas to create your ads, then they probably won’t feel very convincing or moving. Without a narrow-enough focus, the takeaways will be unclear to your audience. Messaging needs to be clear in order to drive sales. Hone in on the core principles that matter, and then dive deeper into those. It’s more effective than merely glancing over many different aspects, which tends to be surface-level and unaffecting.

Be Observant

Artists observe and reflect on their surroundings. Whether it’s a painter soaking in a landscape, a poet reflecting on the human experience or a dancer interpreting an emotion, it starts with keen observation. The same is true in the world of advertising, which draws from its surroundings to inform its content. Some of the best ads are reflections of the most common experiences that consumers in their space go through. By noticing what others have already done, you can take it from where they left off rather than repeating the past.

Enhance Your Visual Marketing in Promoting Ideas

You can explain your product or services in nearly-endless ways, but you’re still putting words in your audience’s mind. With images and graphics, the words will come to the viewer from their own subconscious after they begin to interpret the image. That’s part of the reason why people say “a picture is worth a thousand words.” With visual marketing, you can engage your audience’s creativity more easily, allowing them to do some of the creative work for themselves. If you’re having a hard time thinking of how you can put words together in a new and interesting way, try to lighten that burden with visual marketing efforts.

Learn from the Experts

It’s important to achieve some level of originality when you’re trying to be creative. If it’s already been done, it’s not very creative for you to do it the same way again. Instead, you’ll need to put a twist on it somehow. That all starts, though, with learning from the experts. Their experience is invaluable, since you can build on their work. Beethoven could never have written the musical compositions he did during the Classical era if Bach hadn’t first set the stage during the Baroque era. Don’t just copy the experts, but do try to emulate them before you start re-inventing the wheel. Once you understand where your industry has already been, you can decide where you want to take it.

Research and Ask Questions

Research and Ask Questions

Be curious, and ask questions. Research, and find answers. And if there isn’t already an answer, then discover the solution yourself. Creativity is generally thought of as an art, and it is. But it’s also a science, which means you have to drive your creativity with information and data. By doing market research, you can find out about trends to see what might work for you. Focus on understanding what your audience wants and needs, and then tap into the psychology behind them. With a constant cycle of asking the right questions and discovering viable answers, your creativity will infuse all aspects of your marketing efforts.

Listen and Never Stop Learning

Don’t forget that asking questions isn’t the end. You have to listen to the answers! And once you hear what other sources are saying, you’ll need to think critically. What are you convinced by? What do you still need more information about? Are you able to make an informed decision yet? What else do you need to know? Learning is a life-long process, so you’ll need to keep your ears and mind open. Otherwise, you’ll become stagnant, which is a death sentence for creativity.

Tell Your Story (Create Ads)

When you create your ads, think of them as a story. Each ad is a chapter, and they all fit together to paint a picture or tell a story to the viewers. You can use sequences to funnel your audience down a particular path, or you can have stand-alone campaigns that relate back to your company’s core passions. Either way, your marketing content is going to offer an impression for your potential customers. The way you present your products and services will mean something to your audience, and it will have a large impact on whether they’re moved to act. When advertisements tell a story, they come across as authentic and compelling. An important part of creativity is originality, and by focusing on your story, you’re tapping into that originality. Since every company has its own story, yours is guaranteed to be unique. If you’re having trouble telling your story, then let us help you. With Wizard of Ads®, you can increase your advertising creativity to best compel your audience. Contact us at today! We can’t wait to help you give your business the boost it needs.

(Online)
(Offline)
(Advertising)
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 Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors 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.

How does the Wizard of Ads® for Contractors charge?

Traditional 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 Contractors 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 Residential Home Services.

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 Contractors pricing model is based solely on the topline 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 Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors 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 Contractors?

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

  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 Contractors 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 Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors 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 Contractors. 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 Contractors, 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 Contractors, 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?

The Wizard of Ads® for Contractors 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.

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., HVAC, Plumbing, 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?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors 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 Contractors 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 Contractors owns your copyright 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 Contractors 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 Contractors tracks 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 contractors 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 nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building 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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