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Will, an entrepreneur is talking to Jack, a salesman. Will wants growth of at least 30%. After going through the standard scenario of being oversold impressive results, only to be disappointed, Will discovers the benefits of Dual Process Marketing. Jack introduces Will to this methodology, combining psychology, research and business intelligence with marketing, to avoid basic marketing mistakes and generate growth. Will realises that acting on evidence without letting biases blind him to what action needs to be taken is the true power of Dual process Marketing.