| How It "Sticks" and Won't Let Go |
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******* On a 100-page proposal worth $350 million, the Theme was a painting by Remington of a stagecoach being driven through the night. The stagecoach was included everywhere. The organization chart used lassos to connect each player, the 50+ references to the Old West required some technical assistance from a Texas rancher for technical accuracy. And on the top of each page, a stagecoach ran, with each page, moving closer to the edge, so if you flicked the pages like the corner of a notepad, you'd see the stagecoach run across the page. The team shortlisted and was invited to a 2-hour oral presentation. Questions were submitted ahead of time, and a written response was required. When the 20 selection panel members opened up the written responses and saw the stagecoach again, I saw three of them immediately trying to flick the pages to see the stagecoach run across the page. This agency declared this proposal the best one they had ever read, and they put that in writing on our and all the competitors' debriefing notes.
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Ricci Legacy
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