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Answer those 3 questions: What do you want them to know? What do you want them to feel? What do you want them to do? If these aren't clear, you're not ready to start crafting.
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SMARP. 5 key areas I've defined, that if excelled in, create the ideal conditions for business success and stability.
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Five drives spanning the spectrum of willpower, that drives your every action, some based on imagination and others focused on reality. They include: Wish | Desire | Want | Need | Must