Deception is the Shortest Path to Authenticity

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In mid-November, the subject of a holiday greeting popped up on a weekly meeting agenda. It’s the kind of thing that everyone, in any marketing organization, tries to avoid. The CMO asks, “What are we doing for our holiday campaign?” and then everyone tries to avoid making eye contact. Holiday efforts start out simple, like a note, and end with something simple, like a parade float. But, like the holidays themselves, we inevitably decided to do something “simple.” After all, we needed to show our huge appreciation for our customers and partners that have supported us all year. Our brief

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