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Elizabeth Edwards captivated minds in an overflow session for an hour, but attendees could easily have listened all day.
Showing examples of ad campaigns and PR messages that were wild successes and dreadful failures, Edwards demonstrated it was imperative to infuse your work with words and images that directed specific behaviors.
She urged we engage, “an unconscious bias in which two things are judged in comparison to one another instead of individually assessed. Perception is altered once we enter a state of comparison. We have a tendency to judge things relative to one another rather than on their own merit.”
– Chris Schroder, The 100 Companies