Vancouver, Canada

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"The idea of laddering emotions is very powerful"

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"The idea of laddering emotions is very powerful ... taking the features that people are talking about and linking those to the emotions that they're really looking for"  - John Parker, Vancouver, BC



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"Whatever the price is, it's going to be a lot cheaper than spending years trying to market a message to people that is the wrong message, because that's a very expensive business mistake.  So whatever you pay up front to learn how to research the market I think is money very well spent"