Seth's Blog : I knew it!

I knew it!

Sometimes, news comes along that confirms something we've wanted to believe all along.

It usually amplifies our skepticism.

But sometimes, it reinforces our trust.

The goal is to build a brand with a story that, when you do the work you most want to do, people say, "I knew it." And when something untoward happens, people say, "that must have been an accident, they'll fix it."

       

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