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On Message by Theo Theobald

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Chapter Eighteen

Revision, consolidation and the way forward

The big players in business will always dominate any competitive landscape but what has changed forever and for the good in recent times is the opportunity afforded to all of us to establish, develop and sustain a business of our own. Beyond the core principles of deciding what you want to sell and to whom, the great enabler of commercial success is communication.

We have observed that the number of channels is opening up more and more each day and how connectivity with audiences gets both stronger and increasingly available. At the same time there is a merging of communication methods and the old elite are having to make way. We can all be journalists now: personal branding and ...

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