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This is a talk I did for the IED and APG in Madrid in May 2010. ...

This is a talk I did for the IED and APG in Madrid in May 2010.

It's a thought piece exploring the energy/effort exchange when marketers attempt to create behavioural change. I don't think I come to any tight conclusions, but I hope it's good food for thought.

I've also had to hack it a bit to make it make sense without me talking. Hope it works.

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