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One of the main reasons why more and more of what is produced in marketing and communications is noise is, that organizations, individuals and product owners tend to overcomplicate things. 


And at the same time forgot that nothing they are doing should be done for the sake of doing it. But for the sake of making a difference and being relevant.


In order to be relevant, you will need to get rid of all bullshit first. 


Or, to say it in a more positive way: 

Focus on the right things. Your audience for example - instead of the next internal meeting. Or even better: Find out what the elephant is in your case.


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