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When was the last time you undertook intensive research on your audience or competition? Having up-to-date market knowledge is essential when it comes to planning your strategy and setting your business goals.
Imagine if someone with zilch professional experience and zero qualifications operated a business in your area of expertise claiming they were an industry expert. Better still, you meet them at a function and they have no shame in telling you who they are and what they do. Are you seething at just the thought of it? I am!