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This manifesto for those who sell ideas and advice contains 12 steps - in the form of proclamations - that startup owners can take to break away from the competition, regain a high position in their market, build customer relationships, and learn how to win business without sacrificing their vision or wasting time writing long proposals.

The twelve proclamations were written to inspire owners of independent creative businesses (e.g. design firms and advertising agencies) to rethink how their services are bought and sold. Anyone who sells ideas or advice will find something for themselves here.