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Hidden Value: Curiosity Is the Most Powerful Tool in Marketing

As marketing leaders, we have a natural tendency to instill a commanding influence.

We’re idea generators. Communicators. Alpha personalities. Experts.

And that leads to authoritatively sharing our opinions on many topics.

But the most powerful tool in marketing comes from a very different place in our psyche — curiosity.

Here is a perfect example. I helped lead a “Value Proposition Workshop” and “Quick Win Intensive” for a direct-to-consumer company last week. The opening part necessitated expertise, to help shape the meeting based on the MECLABS Institute methodology. And at the end, expertise was important to craft compelling headlines and wireframes.

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