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Another day, another rant from Chip and Gini. This time they have references and case studies on their minds.
The co-hosts come down firmly against spending time developing and publishing case studies, explaining that agencies are better off demonstrating expertise in conversations with prospects by tying past experiences to current challenges.
When it comes to references, both Chip and Gini have regularly provided them in the past. However, they both question the value of them — as well as the burden it places on those who agree to serve as references.
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