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A system, not a dark art<br />
“Whilst writing up the<br />
synopsis for my book<br />
submission,” Craig continued,<br />
“I realized that whenever I go<br />
into a business to design and<br />
deliver an improved customer<br />
experience, I use the same<br />
process to help create the<br />
magic every time. In fact I<br />
realized that it wasn’t really<br />
about a dark art at all; rather I<br />
was using a process that could<br />
be systemised and applied<br />
to all and any business that<br />
wants its customers to fall in<br />
love with its brand.”<br />
This realization proved to<br />
be a turning point in Craig’s<br />
professional career, not only<br />
because he began to create<br />
his methodology, but because<br />
he saw with great clarity the<br />
kinds of businesses that<br />
would benefit most.<br />
...using a process that<br />
could be systemised<br />
3 | beyondbrand.eu
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