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With professional pollsters missing the mark for the second presidential election in a row, should all communicators start to question what it is they think they know?
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To improve results, you must take time to analyze what happened, why it happened, what went right, what went wrong, and how it can be done better going forward.
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Focus on outcomes instead of outputs, and move from campaigns to continuous improvement. Above all, home in on what your customer wants—not what your team thinks is snazzy.
