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SUCCESS STORY: SLINKY SIMPLICITY

Often, the best way to cut through the clutter and communicate a complicated concept is by using a very simple analogy. Over the years, I’ve explained cellular phones by using relay runners and demonstrated what makes molded rubber automotive gaskets effective by suggesting an easy experiment with a rubber band.

That technique works with ordinary consumers, and it’s just as effective with sophisticated professionals. In fact, because the professionals tend to be very busy, simple concepts can be even more effective.

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