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As I study the integrated marketing communications of organizations, I often hear three common phrases: "We could've done this," "We would've done this" or "We should've done this." But what good does this do? This is like being a "Monday morning quarterback," the football fan who analyzes the game or team after the game is over and tells everyone what the team could or should have done differently. Anyone can look at things in hindsight and see things that could have been done more effectively. Living in the past, however, does no good.
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- Ryan T. Sauers
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