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There are three responses to a piece of design — yes, no, and WOW! WOW is the one to aim for.

Authentic marketing: dangerous jargon or the only way forward?

Lauren Van Mullem is a conversion copywriter who knows the rules and when to throw them out. She believes authenticity is the only way to market a business sustainably, because it feels good (and character wins in the end). “So there I was, in a tent in the back-end of Rajasthan, armed with a bucket,[.....]

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