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If you’ll indulge another industry story — sorry, this thread is going to get absurdly long — let me tell you about one of the worst clients I ever had:

Group of brothers. They’d made fuck-you money in marketing or something. They founded a startup with a human benefit angle, do some good for the world, yada yada.

Common now, but new-ish idea at the time: gamified online health & well-being platform that a company (or maybe insurer, whatever) offers to its employees.

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