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  <url>
    <loc>https://www.addmc.net/blog</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2023-02-09</lastmod>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/customer-intimacy</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-08-31</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/bd3a4dd9-91c7-4245-82c0-347bb34f1596/HBR+Transparent.png</image:loc>
      <image:title>Blog - Customer intimacy… - and other value disciplines.</image:title>
      <image:caption>Highlights of a timeless article from Michael Treacy and Fred Wiersema</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/be41d8c6-3416-4c1c-a374-81c00490e434/Value+Disc4.png</image:loc>
      <image:title>Blog - Customer intimacy… - Focus, focus, focus</image:title>
      <image:caption>Companies that have leadership positions narrow their business focus, not broaden it. They focus on delivering superior customer value in line with one of three value disciplines—operational excellence, customer intimacy, or product leadership. They are champions in one discipline and meet industry standards in the other two.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/cd586cdf-12e5-4bd3-917f-d12f14c53fd7/Chess.jpg</image:loc>
      <image:title>Blog - Customer intimacy… - Consistently winning</image:title>
      <image:caption>The organizations profiled share three primary traits: 1. Creativity - in particular, recognizing and embracing ideas that originate outside the company. 2. Commercialization with speed - engineering all business and management processes for speed to market. 3. Solution orientation - relentlessly pursuing new solutions to the problems their products or services address.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/a9b18e70-d883-4ba2-b9cb-6ceb57040835/Target.jpg</image:loc>
      <image:title>Blog - Customer intimacy… - Customer intimacy</image:title>
      <image:caption>Customer intimacy is segmenting and targeting markets precisely and tailoring offerings to match exactly the demands of those niches. Companies that excel in customer intimacy combine detailed customer knowledge with operational flexibility to respond quickly.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/95bd7982-96e4-4552-bd69-feb77e885661/Segment2.jpg</image:loc>
      <image:title>Blog - Customer intimacy… - Strategic segmentation</image:title>
      <image:caption>Customer intimacy requires segmenting with great efficiency and continually tailoring products and services to fit a fine definition of the customer.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/ec430572-99b8-47a9-b045-dbaa80aa6699/Sears.jpg</image:loc>
      <image:title>Blog - Customer intimacy… - The cost of not segmenting</image:title>
      <image:caption>The demise of Sears was predictable. Plucking “Brand Central” from a quiver of random ideas, Sears shot wide of the target trying to be all things to all people and pursuing strategies that steered it away from its chosen value discipline.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/110fd8c7-511c-42de-a117-2896727bc3d0/Insight+2+Val+Model+6.png</image:loc>
      <image:title>Blog - Customer intimacy… - Customer insight informs the process to support customers and fundamental to Customer intimacy.</image:title>
      <image:caption>Customer Insight is derived from Voice of the Customer, yielding the one version of truth about markets of choice. VoC is the optimal manner to understand the context of the decision to buy - or not - and the foundation for the Value Model.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/top-10-reasons-to-hire-fractional-executives</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-08-03</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/b22eafd7-709e-4de6-8575-3df6a6bc43fd/Runway.jpg</image:loc>
      <image:title>Blog - Top 10 reasons to hire fractional executives - Enterprise companies</image:title>
      <image:caption>have resources to scale, a longer runway</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/2267af8c-5610-4183-b460-6983abb1d14f/Flight+Deck.jpg</image:loc>
      <image:title>Blog - Top 10 reasons to hire fractional executives - Early-stage companies</image:title>
      <image:caption>have a short runway, requiring on-demand expertise with smart economics.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/8251a765-0cbd-47df-819b-a367fd7069ad/Fractional-COO3.jpg</image:loc>
      <image:title>Blog - Top 10 reasons to hire fractional executives - July 8, 2021 by Susan Fennema</image:title>
      <image:caption>Found at “Beyond the Chaos,” click the image to read the article.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/3-insights-tim-steele-ep-10-2021</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/6e6f4d5a-76c8-4cbe-898f-35e6f6ad1f49/Drew-Dinkelacker.jpg</image:loc>
      <image:title>Blog - “3” insights tim steele</image:title>
      <image:caption>I'm Drew Dinkelacker, President of MarketingAccelerator.com, where we provide Chief Marketing Officer resources to business leaders and their marketing leaders. I've turned to Tim Steele, a fractional CMO like myself, to share what he sees is next with prospects and customers. Tim, what do you see on the horizon?</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/thought-leader-life-episode-with-mitchell-levy</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-08-03</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/a070f32a-ea67-4800-81d0-f863834cbc8f/Mitch.png</image:loc>
      <image:title>Blog - "Thought leader life"​ with mitchell levy - Driving revenue to your business.</image:title>
      <image:caption>I thoroughly enjoyed my time with Mitchell. I was a bit nervous, frankly, to venture out into the video world.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/3685d10e-9d27-461a-a122-fb7ec9457127/TL+Xparent.png</image:loc>
      <image:title>Blog - "Thought leader life"​ with mitchell levy - Mitchell not only has a great format, but also makes everyone feel welcome and draws out the best in all his guests.</image:title>
      <image:caption>Thanx, Mitchell.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/linkedin-articles</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-06-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/dc3ecb19-749d-42c1-9ca9-cfa003cd58a2/Chess4.jpg</image:loc>
      <image:title>Blog - Series: go2market framework for growth - Introduction</image:title>
      <image:caption>Article Link</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/17321a52-a1b7-4765-af43-c6cd34f7719d/Chess4.jpg</image:loc>
      <image:title>Blog - Series: go2market framework for growth - ‘Think:’ macro forces at work in markets of choice (Installment #2)</image:title>
      <image:caption>Article Link</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/4aa03fea-17b3-4e50-ab56-d6381791a481/Chess4.jpg</image:loc>
      <image:title>Blog - Series: go2market framework for growth - 'Think:' Voice of the Customer (Installment #3)</image:title>
      <image:caption>Article Link</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/13075e4f-1925-4455-b045-447587642c86/Chess4.jpg</image:loc>
      <image:title>Blog - Series: go2market framework for growth - 'Build:' segmentation (Installment #4)</image:title>
      <image:caption>Article Link</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/8c3169c3-db1b-41cf-8bbf-ad806ff768cd/Chess4.jpg</image:loc>
      <image:title>Blog - Series: go2market framework for growth - ‘Build:’ defining the value proposition (Installment #5)</image:title>
      <image:caption>Article Link</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/marketing-to-millennials-its-biology</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-04-26</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/b0e8a589-b1c8-40b3-973f-0b1d02976274/1609519556789.png</image:loc>
      <image:title>Blog - Marketing to millennials: it's biology - If you are marketing to Millennials – and who isn’t these days – the key to conversion lies in what you learned in biology.</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/weve-sacrificed-strategy-for-speed-reconciling-classic-amp-digital-marketing</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-06-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/ee61f6af-ef22-4480-bcba-a78af5ee8cea/Picture28.png</image:loc>
      <image:title>Blog - We sacrificed strategy for speed - "80% of CEOs don’t trust or are unimpressed with their CMOs."</image:title>
      <image:caption>Fournaise Marketing Group</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/4b590418-1756-41dd-95e0-fbc81244b5c5/Picture7.jpg</image:loc>
      <image:title>Blog - We sacrificed strategy for speed - According to a study from Demandbase and Wakefield Research, which surveyed 500 managerial and executive-level B2B marketers:</image:title>
      <image:caption>It's no wonder expectations are not met. First, assuming your Value Proposition is sound is dangerous.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/fccdd3c7-8491-452f-b3f0-b3e2c3c660c6/Picture19.png</image:loc>
      <image:title>Blog - We sacrificed strategy for speed</image:title>
      <image:caption>You'll note that Strategy &amp; Analysis (Insight) are where you spend 50% of your efforts for a sound Go2Market Plan. The M3 Model (Econsultancy) that closely reflects our traditional model in use since 1996.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/marketing-running-over-the-same-old-ground-pgbes</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-06-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/792176f6-35ec-4961-a30c-14cc0bef61dd/Pink+2.png</image:loc>
      <image:title>Blog - Running over the same old ground (# 2) - “Year after year Running over the same old ground What have we found?”</image:title>
      <image:caption>Wish You Were Here, David Gilmour of Pink Floyd</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/9ecaa4a4-9eb5-4876-91fc-58c36ffb288d/Picture20.png</image:loc>
      <image:title>Blog - Running over the same old ground (# 2) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/marketing-running-over-the-same-old-ground</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-06-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/73f6240e-7a79-4954-a14e-e904965cd6ae/Pink+2.png</image:loc>
      <image:title>Blog - Running over the same old ground (# 1) - “Year after year Running over the same old ground What have we found?”</image:title>
      <image:caption>Wish You Were Here, David Gilmour of Pink Floyd</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/178572ec-3b19-4553-99fd-46e81cfab30f/Picture4.jpg</image:loc>
      <image:title>Blog - Running over the same old ground (# 1) - We have new names for what we’ve done for years, i.e., “Content Marketing,” The result is furthering the disintermediation between sales and marketing. We clamor for new technologies that hold the promise of allaying our woes, only to find that the tools are poorly utilized and adopted.</image:title>
      <image:caption>And yet, 63% are concerned about getting more leads. And almost half of us cannot prove our marketing efforts are worth the spend.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/4b3331a7-97f5-4688-bb2a-40247a1ccdf2/Picture19.png</image:loc>
      <image:title>Blog - Running over the same old ground (# 1) - Only 61% of marketers believe their marketing strategy is effective. (HubSpot)</image:title>
      <image:caption>We have rushed to Execute and abandoned Strategy, Orientation and Insight. The M3 (“Modern Marketing Model”) is a simple, graphical representation of the main marketing components.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/24b66640-59bf-40d4-a405-7b9c060acaed/Picture6.png</image:loc>
      <image:title>Blog - Running over the same old ground (# 1) - The focus in the strategy exercise is to understand the one version of the truth from customers and prospects:</image:title>
      <image:caption>Who makes decisions, how are they influenced, and where do they seek help and new ideas? What are the criteria to choose a partner and how are those criteria ranked, the trade-offs? What words do they use to describe pain, and how do they quantify the value of the solution? How do they begin searching for a solution? In whom do they have nascent trust? What have they tried before to solve this problem and why did it not work? What external pressures are squeezing their business? More in installment #2.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/qualify-prospects-against-4-criteria-puma</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-04-26</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/d291210b-e9b0-479a-9414-5c4f7c4d641a/PUMA.jpg</image:loc>
      <image:title>Blog - Qualify prospects to 4 criteria (“PUMA”) - 50% of CMO’s cite “buyer’s power” and “speed of change” as the top volatile market dynamics. (Bulldog Solutions)</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/blog-post-four-xrgmc-p9m6j</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-08-03</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/4d4198b6-04b7-4305-9297-176151253bcb/U5dstx2RMHixLKh6boLRzKGeUajZp7q_1680x8400.jpg</image:loc>
      <image:title>Blog - Value model: deliver ‘v3’ - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/a7dab60a-2ff5-4ccf-8ebb-b63b24284ebf/Val+Mod+Apr22.png</image:loc>
      <image:title>Blog - Value model: deliver ‘v3’ - Value Proposition - the experience with your company, your offer, part journey and part destination, with evidence of improved outcomes. Value Messaging - the smart words to describe the value prop. Value Delivery - this is your Referral Well, the assurance that you deliver on the promise of the value prop.</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/blog-post-four-xrgmc-np96x</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-06-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/3e3038e8-58b1-454a-8b2f-81dadf60ecaa/launch-lms.jpg</image:loc>
      <image:title>Blog - Grow early-stage companies with speed &amp;amp; discipline - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/fe511165-1a5e-472c-9ca6-19871b4f9d58/Val+Mod+Apr22.png</image:loc>
      <image:title>Blog - Grow early-stage companies with speed &amp;amp; discipline - Value Model</image:title>
      <image:caption>The first point of discipline is the Value Model, requiring in-market intimacy with customers and prospects..</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/8117fccc-f6d0-42a0-9d61-bf4dca410606/TBR+Apr22.png</image:loc>
      <image:title>Blog - Grow early-stage companies with speed &amp;amp; discipline - Go2Market</image:title>
      <image:caption>The foundation is now laid for the Go2Market plan and we can build out infrastructure and tactics.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/blog-post-four-xrgmc-gfzyl</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-08-03</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/00d99ab8-3fea-49d5-a9b3-4feca04ee564/voice_1.jpg</image:loc>
      <image:title>Blog - Voice of the customer: revenue &amp;amp; growth (# 2) - ONLY 14% OF COMPANIES’ UNIQUE BENEFITS ARE BOTH UNIQUE AND BENEFICIAL (THE CEB)</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/e5de3bcf-5c92-4ab4-9be9-e7928d596105/Odyssey.jpg</image:loc>
      <image:title>Blog - Voice of the customer: revenue &amp;amp; growth (# 2) - Honda recognized the flaw in this approach and implemented a day-in-the-life approach.</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/blog-post-one-mlxgz</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-06-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/ee62d737-b225-47d5-b369-4247cf252956/Bucket.png</image:loc>
      <image:title>Blog - Differentiate - when buyers put you in a ‘bucket’ - Human nature steers us to categorize everything into familiar “buckets.”</image:title>
      <image:caption>If you’re purchasing a new vehicle, you likely are segmenting your decision to specific criteria, such as SUV, crossover, sedan, van, and so on. Each of those vehicle styles are in a bucket familiar to everyone. If you say, “I’m considering buying a new SUV,” everyone knows what that is. In that context, you can compare vehicle features from all vehicles in the SUV category against your decision criteria.</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/4a8c7ea9-6183-48d3-9c48-1d594744e7a5/2X2+Arrow.png</image:loc>
      <image:title>Blog - Differentiate - when buyers put you in a ‘bucket’ - The natural effect of gravity will cause your offer to be categorized as “Commodity” or “Solution” without distinct differentiation.</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/blog-post-two-mbydm</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-04-26</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/7a888cbb-18f0-49f7-a52c-6ced82108d74/slow.jpg</image:loc>
      <image:title>Blog - Don’t rush past strategy to get to execution - Thank you to Ginger Conlon for the opportunity to provide Marketing Insight in the following blog.</image:title>
      <image:caption>Don’t Sacrifice Strategy for Speed</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/625044cc08720b4257aa47a5/7e973bf0-4462-49f6-abe2-a8a82a66b45e/7354ae_a78214ec508645268082be9fdd8f41b2_mv2.png</image:loc>
      <image:title>Blog - Don’t rush past strategy to get to execution</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.addmc.net/blog/blog-post-three-rzrcw</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-08-03</lastmod>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Tobias Keene, D.D.S. Hailing from Richmond, Virginia, Dr. Tobias Keene brings a bit of unabashed Southern hospitality to all his patients. He moved to Washington, D.C. over thirty years ago as a freshman at Ivy College. Right after graduation, he attended World University’s School of Dentistry. Before opening Keene Dental in 1994, he worked for free clinics and some of the finest practices in the District. He is part of the 123 Dental Association and stays up-to-date on the latest dental discoveries. When not striving to keep his patients happy and healthy, he’s enjoys hiking with his family in Rock Creek Park.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Expertise - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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