"If you want to know what you think of yourself, then ask yourself what you think of others and you will find the answer."
"Don’t try to change someone’s worldview is the strategy smart marketers follow. Don’t try to use facts to prove your case and to insist that people change their biases. You don’t have enough time and you don’t have enough money. Instead, identify a population with a certain worldview, frame your story in terms of that worldview and you win."
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Source: Sergio Troncoso (2011). “From This Wicked Patch of Dust”, p.97, University of Arizona Press
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