28 Q&A: No Drama? No Strategy.

Josh answers listener questions about category creation.

• Our story is way too safe, but our CEO is one of those engineering types that overanalyzes everything. How do I get them to take some chances ?
• How do we adjust messaging after buying a company that does something outside our category? 
• With the economy the way it is, how can I justify to my CEO that we should put money into a strategic narrative?
• Josh—Would you reconsider your position on tracking short-term category perception? 

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