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Above all, what The Path of Least Effort tells us is that in acquiring new clients, simplicity, obviousness, familiarity and being easy to find and work with will ALMOST ALWAYS beat comprehensiveness, thoroughness or performance. It is also ESSENTIAL to know your prospective clients inside and out in order to figure out what their Path of Least Effort is so you can get on it. If you can’t think like your clients, you’re going to fall behind, period.
— Finance Marketing and The Path Of Least Resistance | The Scalable Advisor
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