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Why Storytelling Will Continue to Be the Go-To Marketing Strategy in 2018

Creating a compelling vision -- and expressing it well -- is key to capturing your place in the market.

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This story appears in the December 2017 issue of Entrepreneur. Subscribe »

For 2018 trends, we asked an expert on what entrepreneurs can expect this coming year in marketing.

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Traditionally, you raised money from friends and family, bootstrapped, lost money for one to three years and then you became profitable and got acquired or went public. That was the cadence of entrepreneurship. But because Amazon for its entire life has made no money, and is the fourth most valuable company in the world, that has reshaped entrepreneurship. Now the path looks like this: Raise as much capital as cheaply as possible, and quickly establish a leadership position. There is a race to identify yourself as the leader in every sector. You don’t brag about profits. You brag about year-on-year revenue growth, mindshare and leadership position.

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