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One of the hardest things for marketers to do is to get to the core value of the story they are trying to tell. Too often our content devolves into how is our product better, or more valuable. Instead, we need to get to the core value of content to our audience – and why they care about US, not our product or service. In this module, Robert discusses the 5 Why’s and how it’s a core methodology to get to the real value of what we are trying to create.