In marketing and sales anyone can be an "expert." Just ask and they'll give you instant ironclad answers. They may take a pass on other issues but not this one. All that's needed are "fake facts" (opinions) to be an authority.
This may help explain why so much time, money and effort goes down the drain in countless ill-conceived marketing initiatives and sales programs. So, if you want to look smart, here are faulty assumptions you should avoid.
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