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How CEOs Think

"Half the money I spend on advertising is wasted. The trouble is I do not know which half.", John Wanamaker, department store pioneer.

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Many CEOs today feel the same way about training. When training directors communicate the results of training they rarely adapt their explanation to the way a CEO thinks. Training directors know there are benefits to the training, but they do not show how the company benefits.

Marketing executives communicate benefits that are important to business cu

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