The brands that can connect with client in a real way will win.
It's insane to me to ask anybody to be what they're not. Know what you know the best, love the most. That's always going to be the answer to the thing that you have the best shot at winning at.
I think being born in Belarus, coming here with nothing, my parents working every minute - that instilled a huge competitive advantage, a chip on my shoulder, a work ethic. Immigrants win a lot and they win a lot because of a couple core things.
No one makes a million dollars with minimal effort unless they win the lottery.
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