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"There's a tendency that businesses have to hold things close to the vest... David and I don't believe that's a good strategy. Telling our story is important for everyone involved with Locked On."

What piece of information, what opinion, what story did you share that someone felt so moved by that they'd bring it up with a coworker or fire off a text about it? If the honest answer is "I don't know," that's the problem worth solving.

"It offers a voice that reminds the listener that somebody is actually there."

"Oh, he's in that bloody heavy metal band"