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About the Author

Toby Elwin

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Digital marketing, strategy, and project management ups, downs, and work-arounds.

Whether a new product launch or an inbound marketing campaign, all projects rely on people in communities to succeed. Projects that think persona, design, and social principles count customer adoption as a success criteria.

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To move from selling to solving means a move from your motivation to get it done, to another’s motivation to solve their challenge. Persona strategies identify goals more effective than traditional methods.

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A highlight into what people do wrong attracts attention to … what people do wrong. To discover what works draw from positive past experiences or design a shared-vision of what could be to co-create a place people want.

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