Prashant Kohli

Ever wondered how did THAT influencer garner MILLIONS of followers and still no one really seems to know them or they seem to have a non-existing community or fan following? A recent study by Social Beat revealed that 67% of brands in India face challenges in verifying influencer authenticity and campaign impact. In India, the rise of fake accounts inflates metrics, making it hard for Marketing Heads to gauge genuine reach. Simple Solution: Use tools like HypeAuditor and Qoruz to vet influencers. But I will tell you HOW you can spot fake followers even without using all tools Here’s how to spot the red flags: 🚩 Unusual Follower Growth: Use tools like Social Blade to analyze follower growth patterns. A sudden, sharp increase often indicates purchased followers. 🚩 Extremely Low or Unexceptionally High Engagement Rates: Compare the influencer’s likes, comments, and shares to their follower count. An engagement rate below 1-3% for large accounts could be a red flag. Some influencers are getting overtly smart. They charge up click farms and garner an excessive amount of comments, shares and likes within hours of the content being posted. If the creator gets more than 5% engagement consistently on ALL their branded posts then it's a major red flag. 🚩 Generic Comments: Look for repetitive or irrelevant comments like "Great post!" "Love your look" or "You are so beautiful" These often come from bots. 🚩 Follower Quality: Check the profiles of their followers. Accounts with no profile pictures, posts, or followers of their own may be fake. 🚩 Inconsistent Content Quality: Genuine influencers maintain a consistent tone, aesthetic, and message. Accounts with sporadic or low-quality content might be suspect. 🚩 Engaged Community: Check if they have an active community specific to the platform - example how many people are present in their broadcast ? Do fans of the influencer address themselves with a special name? Are you facing challenges with transparency in influencer marketing? I'm happy to guide you with a free short consultation catered to your brand. Let me know in the comments :)

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What happens when you take India's most regifted sweet, give it feelings, and turn it into 2024's most talked-about Diwali campaign? I am talking about Zepto’s “Make Soan Papdi Great Again” Ad campaign. Over the years, brands like Cadbury Gifting India and The Coca-Cola Company have nailed it with their festive campaigns, but this year the quick commerce brand has stolen the show. Zepto took the most regifted sweet of all time—Soan Papdi—and turned it into the hero of their ad. Instead of shying away from this cultural reality, they gave Soan Papdi the greatest "comeback" story of all time. And they did this by giving Soan Papdi a human touch, portraying it as a character sulking over its meme-worthy fate. So, what really worked for this brilliant ad? 1. The meme factor Zepto played right into the cultural joke, and made it work for them. To sweeten the campaign, Zepto even handed out free boxes of Soan Papdi with eligible orders. 2. The nostalgia dose Remember when we actually loved Soan Papdi? The campaign cleverly taps into those childhood memories, the familiarity of Soan Papdi made this campaign shareable and relevant. 3. Perfect platform play While most brands fought for attention on traditional channels, Zepto owned LinkedIn. They even created a CBO (Come Back Officer) profile for Soan Papdi that gained 1000+ followers in 24 hours! 4. AI meets emotion The character design used AI but kept the human touch. That box-shaped head? Pure marketing genius! Sometimes the best campaigns don't try to change the conversation - they join it. What I loved the most is their unique approach. In a season where every brand is trying to make us cry with emotional stories, Zepto made us laugh while still pulling at our heartstrings. What other campaigns have caught your eye this Diwali?

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As we gaze into the future, the evolving trends and advancements in India unveil invaluable insights into the transformative landscape of the field. Delve into the unfolding narrative of pioneering basic performance marketing practices in India, illuminating the profound impact on the future trajectory of performance marketing and advertising. 👉Follow me at ✅ Sanjeev Kumar for awesome tips & tricks related to Digital Marketing ✅To read quality articles on innovative Digital Marketing strategies, visit:- https://lnkd.in/gQaxq6-J ✅ DM me if you need any help with Digital Marketing & AI automation ✅Subscribe to Weekly newsletter for innovative tips and tricks on Digital Marketing: https://shorturl.at/cjor5 #entrepreneurs  #entrepreneur #entrepreneurship  #entrepreneurlife  #startuplife  #startupcompany  #business101 #business #entrepreneurlifestyle  #startup #businessawards #company  #ceolife #ceo  #founderstories #founderjourney  #ceo  #owner #founder  #digileap #Digileapmarketingservices #Startups  #VentureCapital  #LeanStartups  #Economy  #Economics  #iima  #iim #iimkozhikode #iimindore  #isbalumni  #usabusiness  #ukbusiness #ukbusinessowner  #usabusiness

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As if the whole campaign was not maddening enough. "As the final stage of the Lok Sabha Elections 2024 wraps up on June 1, anticipation for the results has reached a fever pitch. On June 4, the nation will be glued to their screens as the votes are counted, with news channels rolling out predictions and analyses throughout the evening. In a surprising move, several movie theatres across Maharashtra will broadcast the election results live, providing a new way for the public to engage with the electoral process. According to PayTm, theatres such as SM5 Kalyan and the MovieMax chain in Mumbai’s Sion, Kanjurmarg, Eternity Mall Thane, Wonder Mall Thane, and Mira Road will participate in this unique initiative. The screenings will commence at 9 am, running for six hours, with ticket prices ranging from Rs 99 to Rs 300. This initiative is not limited to Mumbai. In Pune, screenings will take place at MovieMax Amanora, while Nashik residents can head to The Zone on College Road, and Nagpur will host the event at MovieMax Eternity Nagar. This move aims to turn a traditionally solitary viewing experience into a communal one, potentially making the day’s events even more engaging. The reaction from the public has been mixed. Some netizens have expressed concerns about possible disruptions or vandalism in theatres, while others see it as an entertaining twist on the typical election coverage. One user commented on X, "This shows how they are struggling with lack of good content." Another wrote: “Question is which channel will they screen? Will it depend on the location?” A third said: “They are taking a huge risk, as trailing parties may create trouble, vandalism.” A fourth added: “Interesting! Every opportunity is getting encashed.”" https://lnkd.in/gWmGGw2N

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THE WORLD OF CELEBRITY BRANDS Kroll is out with its annual survey on celebrities once again. And Virat Kohli in spite of his relatively decreasing fortunes in cricket is no 1 again beating the top film stars. What is interesting is that almost 50% of the ad spends are now digital. India now really looks like a mature market for digital. Such is the force of celebrity endorsement in India that the top 25 in terms of television presence had endorsed 311 brands over 22 categories. This pretty much makes India I think a celebrity brand market. Celebrity endorsements dominate brand advertising. And often marketers don't even care about the fit of the brand to the celebrities personality. The top 3 brands advertised on television are Harpic by Akshay Kumar, Lux soap by Anushka Sharma, Kareena Kapur and ( gulp!) Virat Kohli and Veet endorsed by Sara Ali Khan. Of course Viraj is not the first male to feature in a Lux Soap ad. Shahrukh Khan appeared in a Lux soap ad back in 2005. In the West, they found that male celebrities did not work for Lux Soap after they tried Paul Newman in a Lux film ages ago. But obviously India has discarded that learning because celebrities are a potent force in the country. Gender hardly seems to matter? Another new trend is that celebrities are now entering our board rooms with interests in start ups and other ventures. Celebrities as entrepreneurs are a new trend. But is mass advertising with celebrities resulting in fatigue. Often one tends to remember the celebrity rather than the brand. As the overdependence of celebrities for Indian brands becomes more and more prominent, one has to see if this trend is deteriorating the quality of advertising ideas in India since they are so celebrity dependent. #advertisingandmarketing #celebrityendorsement #brandmanagement

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✨A Tale of Mascots and Marketing Mastery!✨ Exploring how two iconic mascots from different corners of the world have shaped brand identity and consumer trust through distinct advertising strategies. Learn how creative mascots can become powerful cultural symbols and elevate brand storytelling. Both Amul India and Utz Brands, Inc. Snacks use a girl as a mascot, but their mascots have different origins and styles, making them unique in their own ways. 1. Amul Girl (India): 🧈 ⭐Introduced in 1966, the Amul Girl is a cartoon character created for Amul's advertising campaign. She is known for her witty and satirical one-liners, often commenting on current events. The Amul ⭐Girl has become iconic in Indian advertising for her clever, playful, and sometimes political takes on national and international happenings. ⭐She wears a red polka-dotted dress with a bow in her hair and is always depicted in a minimalist cartoon style. ⭐The Amul Girl has been a consistent and widely recognized mascot for over 50 years, becoming a cultural icon in India. 2. Utz Girl (USA):🍿 ⭐The Utz Girl has been used as the face of Utz Snacks since the company's early days in the 1920s. She is depicted as a simple, wholesome-looking young girl holding a bag of potato chips. The Utz Girl represents the traditional, family-owned nature of the brand and has been a symbol of trust for snack lovers in America. ⭐Her design has evolved over time, but she still maintains a classic, vintage style, reminiscent of early 20th-century American advertising. Originality:💡 Utz Girl was introduced earlier, as Utz Snacks was founded in 1921, making her the original girl mascot in terms of timeline. However, Amul Girl is more famous for her satirical commentary and cultural relevance, giving her a distinctive and widely celebrated personality, particularly in India. In summary, while the Utz Girl is older, the Amul Girl is celebrated for her unique role in advertising and social commentary. Both mascots are iconic in their own regions but serve very different roles in their respective brands' advertising strategies. Thanks Chahna Jhaveri for sharing such stories ✨✨✨☺️ #BrandMascots #AmulGirl #UtzGirl #IconicBrands #MarketingStrategy #BrandIdentity #AdvertisingHistory #GlobalBrands #AmulIndia #UtzSnacks #CreativeMarketing #MascotPower #CulturalIcons #BrandStorytelling #AdvertisingLegends #MarketingCreativity #MascotWars #BrandRecognition #VisualMarketing #LinkedInBranding #Pencilbox

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I’m sure many of you have caught the Zomato vs Bitm ad issue. And I’m also sure many of you have seen Tamanna's ad for Indian. Well, some of you have been gleefully digging your elbows into my ribs, making all sorts of accusations. Allow me to do a little exercise with you. It will help you decide whether you should continue with your elbows or withdraw them. If you’re hinting at plagiarism, consider these angles: First off, I ought to have had an opportunity to see the original ad in question. For that to happen, the original would need to be visible to me and the general public. Because if something is kept inside your mind, book, folio, folder, drawer, computer, etc., there’s no way I could have seen the original. Agree? So here are a few questions you should ask: Was the supposed original ad known to people? As in, even on LinkedIn, have people seen the ad? If some of you have seen it, did you tell me or send me secret snapshots from 2005? Was it ever shared on this platform or any other platform that I’m part of? Was the ad real and legitimate, or was it just a layout? Was it ever released as an advertisement in the same size, shape, format, and medium? Is there a newspaper print copy available? Was it only part of someone’s physical portfolio? Did it just get discovered as part of the copywriter’s and art director’s portfolio? Was the portfolio ever uploaded to the net? Was it ever entered for any awards? Was it awarded? Did the award committee publish its thumbnails online? And was it available and visible on the net before this week? If the answer is No, then I should be in the clear. Take your elbows away. But if the answer is Yes, then I’m certainly guilty. Get me more elbows. Now, as far as the ad I did, here are some details: It was first released as a full-page newspaper ad on the 15th of August, 2023. I have also shared it here. It was complimented by many, reposted, and perhaps even downloaded. Plus, it won several awards across the year. And now, if you still want to keep yipping and nipping at my heels, then go ahead. #marketing #advertising #friday #copy #creative #bitm #banginthemiddle

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Advertising, at its core, is often misunderstood as a mere tool for peddling products. Yet, the most captivating campaigns transcend this simplistic notion. They are immersive narratives that resonate deeply with our shared human experiences. Advertising always l triumphs through the art of storytelling. It's about crafting gripping narratives that capture attention, evoke emotions, and leave a lasting impression. These ads don't just sell; they connect. They invite us into a world where we see reflections of our own lives, aspirations, and challenges. It is this ability to create stories that stay with us long after the ad ends that increases my passion for this industry.

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🌍 Sustainability is no longer an option; it’s a necessity. The impact of climate events like Delhi's legendary winter smog, Chennai, Bengaluru and Mumbai floods annually during monsoons, and water scarcity across many cities each summer highlights the urgent need for sustainable solutions. For brands, this isn’t just a responsibility; it’s an opportunity to drive meaningful impact and connect with consumers on shared values. Kudos to Biprorshee Das and WARC for showcasing how brands can pivot towards sustainable marketing in India. This transformation goes beyond tokenism to create real change. It's time to shift from performance to purpose. Check out this insightful piece on how brands are preparing for a sustainable future by 2025. Click below for actionable strategies and examples that inspire change. #SustainabilityInMarketing #SustainableGrowth #BrandImpact #PurposeDrivenMarketing #COP28 #ResponsibleBranding #MarketingForGood #ClimateAction #WARCInsights #IndianBrands

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Brand purpose is your brand’s superpower - Karen Bailey 1. Purpose driven branding is about connecting your brand with causes that matter to your customers. 2. Brands captivated with purpose aren't distracted by comparison. 3. The brands that will thrive in the coming years are the ones that have a purpose beyond profit - Richard Branson. 4. A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It's an emotional connecting point that transcends the product - Scott Bedbury Shared below is a powerful purpose driven brand communication by Clinic Plus - An ode to all the daughters. Hindustan Unilever Limited (HUL) is the parent company of Clinic Plus. HUL launched Clinic Plus Health shampoo in India in 1987, and it is the country's best-selling shampoo brand. Richard Branson Karen Bailey Scott Bedbury #BetiBannKeAana #BrandPurpose #Branding

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BREAKING: Greenikk shut down this week. (How fake PMF killed Greenikk) 🇮🇳🍌 Founded by Fariq Naushad and Previn Jacob Varghese in 2020, Greenikk wanted to revolutionise the banana industry in India by creating a full-stack banana system that would digitise the entire banana value chain. Greenikk wasn't just another agritech startup. It was a lifeline for banana farmers. At its peak, Greenikk raised ~$643k from notable investors like 100Unicorns:  - generated sales of ₹1.58 crore (~$200k) - provided jobs to 30+ employees and 150+ women artisans - helped 5000+ agriculture stakeholders go digital (moved ₹120+ crore from cash to digital) - converted 500 tons of banana waste into fibre and traded 10,000+ tons of bananas (giving farmers better prices) However, something was off. Everything collapsed when the company: - struggled with low-service revenue with limited scalability - faced high loan defaults + business losses - couldn't raise Series A from investors - failed to hit PMF Want to know why and read the full failed story of Greenikk? The newsletter will be sent to my subscribers at 8pm today. Join 5,000+ operators here: https://lnkd.in/gdDrhgtq P.S. I guarantee this is the best 5 mins you'll ever spend to learn from failed startup stories and become a better operator 🤝🏻 #startup

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Why Hirak Rajar Deshe (Kingdom of Diamond) is very relevant for us? I have a refresher each year of the film "Kingdom of Diamonds." It’s not just its a palimpsest, layers upon layers of exquisite vocabulary and imagery that draws me in; it’s the timeless lessons the film imparts. As marketers, we sometimes overlook key storytelling perspectives that can effectively engage target audiences. We may lack the comprehensive knowledge needed to educate advertisers about ad solutions. Additionally, we often struggle with conflict resolution, focusing more on individual approaches rather than fostering team collaboration. Here are few takeaways from the movie: 1. Plot Goopy and Bagha, a musical duo, arrived in the Land of Diamonds, where a tyrant king hoarded gems while his people suffered. Helped by a school teacher, they confront the king, brainwashed him in his own brainwashing chamber. Together, they dismantled his oppressive statue, replacing it with one of unity and everything goes back to normal in the land of diamonds. 2. Knowledge In the Kingdom of Hirak, a microcosm of our own world, where education is manipulated; knowledge serves as both a weapon for control and a key to liberation. 3. Authority The principle of authority suggests that people are more likely to follow the advice or instructions of someone who is seen as an authority, and he misues the power to suppress the knowledge. 4. Education Education transcends mere knowledge transfer; it is a sacred responsibility that shapes souls, nurtures minds, and empowers individuals to think critically and act with integrity in the world. 5. Storytelling The film’s themes of hunger and greed are timeless, reflecting fundamental human experiences. Engaging storytelling brings these issues to life, ensuring the narrative resonates across different contexts and generations. 6. Unity Initially trapped by oppressive indoctrination, the inhabitants begin to question the system. Their transformation from conformity to dissent highlights the profound impact of education and the strength found in unity. #Satyajit #Knowledge #Team #Movie #Learning #Storytelling #Education #Advertisement #Marketing #Success

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In terms of intent, Bombay Shaving Company/Bombae probably meant well. But was the print ad, with the brand logo, the only way to show their concern? Did the in-house creative team discuss and debate the need for the print ad? Here are the counterpoints, at the planning level, which may possibly have prevented the fiasco: https://lnkd.in/gkDuVg_s When it comes to moment marketing, encouraging the team members to think of the worst-case scenario and think like a critic by offering counterpoints is not 'overthinking'. It's a necessary investment to safeguard corporate reputation particularly when everyone is more concerned with being the first with a clever quip. #advertising #marketing #momentmarketing #reputation #corporatereputation #corporatecommunication #communication

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This raises a few key questions: How can traditional media stay relevant as digital takes over? As rural markets grow, how can brands speak to them in an authentic way? How do brands balance quick digital wins with long-term brand value? The landscape is changing fast. How are we adapting to this transformation? #DigitalAdvertising #AdvertisingTrends #MarketingInnovation

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Awards don't make brands. HDFC is a classic example. -------- they won the Cannes this year for vigil aunty. campaign created by FCB Kinnect Ravi Santhanam -------- so one would expect HDFC Bank would know a thing or two about cyber crime. ha! 😂😂 when I wrote to them (about a dozen times) I got one lame reply saying this: " The disputed transaction was made through RTGS request forms along with cheque which were submitted by you. All transactions were initiated with cheque and as per your request. While we sincerely regret the inconvenience caused, we would like to inform you that there has been no deficiency in services on part of the Bank in the matter." 🚨 the police say physical breaks ins have gone down significantly. But cyber crime is growing every month..faster than you can say jack. there is a new scam everyday. 💻💾🧑🏾‍💻⌨️🖥️ The first thing about cyber crime is --- the victim is hypnotized to make transfers by themselves into the accounts of criminals. There are various ways of doing this. Banks win awards at one end. on the other they say... 🤷🏾‍♀️🤷🏾🤷🏾‍♂️ oh too bad. you made the transfer yourself... how is that our fault. ---------- a dudhwala who has never seen more than a few hundred rupees in his account transacted in crores.. multiples of crores. the banks have zero checks, no red flags, no kyc. does the bank care? no. they don't. banks look at you and say, seems you made the transfer yourself so what can we do?? it's convenient to pretend you see. else they'd have to admit - that they are only concerned with account opening targets. ---------------- CSR IRONY.. given how big cyber crime is now this should be the ONLY CSR that banks should be doing. #$@#$ HDFC's CSR BUDGET WAS 945CRORES LAST YEAR - spent on rural upskilling or some blah sounding rubbish. SHOULD THEY NOT BE SPENDING THAT ON MAKING PEOPLE AWARE OF THE DIFFERENT KINDS OF CYBER CRIME GOING ON? NEW CRIMES AND NEW MODUS OPERANDI EVERYDAY. 🏆👹🫢 instead what do they do? one lame campaign and an even more lame trophy. they'll hang that on the wall.. the CMO gets promoted. the bank on the other hand continues its hypocrisy.. (oops ... seems you transferred on your own. too bad.) AWARDS LIKE THESE .. HOWEVER BIG... DO NOT BUILD BRANDS. PEOPLE KNOW AND CAN SEE THE TRUTH. A lot of my friends, many others have reached out on LinkedIn saying... HDFC is indeed a scam bank. save yourself, save your hard earned money, close your account with HDFC, spread the message. #CLOSEHDFC #HypocricyBank #hdfcdoesntcare #cybercrime #gurugrampolice #gurgaonpolice #GPCSSI24 #CYBERSECURITY HOW MANY KNOW THE HELPLINE FOR CYBER CRIME? IT IS 1930 PLS NOTE IT DOWN I am working with the police to create awareness. we are looking for volunteers and money. pls connect with me. even one days time is great. thank you 🙏🏾 🙏🏾

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Connect strategically, Influence effectively.

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🚀 WhatsApp's New Ad: A Masterclass in Emotional Storytelling - Takeaway: Double down on your #video strategy. It’s one of the most effective ways to connect, engage, and inspire. I stumbled upon this post today! At a time when Karnataka is considering a bill to reserve jobs for locals, this beautifully captures the journey of feeling homesick to finding a sense of belonging in #Nammaooru.. This ad is a perfect example of why brands should adopt a video-first strategy. Videos have a unique ability to educate, inspire, and create lasting emotional connections. In today’s digital landscape, investing in compelling video strategy isn’t just an option—it’s a necessity for brands looking to truly engage. #WhatsAppAd #VideoMarketing #Bangalore #ContentStrategy

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My column in #exchange4media today. Decoding Colour Psychology: Influencing Consumer Behaviour in India Whether evoking feelings of trust, excitement, optimism, or luxury, the right colour choice can be the key to building a successful and lasting brand in India’s vibrant and diverse market. #Advertising #ColourPsychology #ConsumerBeahviour #Marketing #BrandBuilding #MarketingStrategy

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The Curse of Creativity. The story of Rahi Anil Bharve's struggle to make the cult horror film, 'Tumbbad' as described in this article, is the answer to anyone who poses the question, "Why don't we make original movies in India?" To put it bluntly, in India there's no value for originality and creativity in art, film, writing and reporting. Mind you, you can be successful and rich in commercial art, which is graphic design, content writing, copywriting, art design and direction. These have no pretensions of being unique or masterpieces. They're done with a singular objective to make money. A Bollywood masala movie will get a plethora of takers. But original art, movie, storytelling and writing, is a long , painful and largely unrewarding journey. A college dropout with a copy cat business model of an international startup will get billions in funding. Star kids with zero talent will get break after break after break. Talentless rich kids will buy themselves university seats and business awards. But a unique story based on local folklore, helmed by a self-taught graphic artist, has to take 15 years to see the light of day! Such a shame. The real horror stories are not of ghosts and ghouls, but the ones we're told as children, of artists and writers who died in penury. Even a life of crime is considered better than one spent in creative poverty. Because the criminal is feared, while the creative is pitied. Such is Indian society's fear of creativity, that we're happy to convert our children into mediocre engineers, lawyers and accountants, but not nurture and support creative originality. That fear is alas, well grounded, as this article shows. Hats off to this guy for believing in his vision and suffering through the journey. Which is not one, for the faint-hearted. Most of us, suppress or reject that spark, till we've attained a life that can support it. Also, salutations to the brave parents who support their children in picking up such careers. You are the unsung heroes and heroines of society. We need more like you. There's one thing though, we all can do. That is, to watch this movie. Or rewatch it, in the theaters, if possible. One sincere request; if you don't understand someone's artistic expression on paper, words or celluloid, please don't say, "I can do it better." It's ok to say, "I didn't get it." or even, "I don't agree with it." Or best, say nothing. #weekendmusings #creativity #talent #society https://lnkd.in/g3Fj_4dt

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