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This matters if donors have preferences amongst issues.
Not that it matters if you did".
But horsepower only matters if you're pressing on the accelerator.
"It only really matters if you are pursuing some target.
Physical space matters, if only to the quality of communication.
And it hardly matters if you are guilty or innocent.
So it matters if people lose their faith in progress.
None of it matters if it doesn't support the story.
Rhetoric matters if you want to inspire organisational change.
In B2B selling, it matters if your buyer is female.
But it really matters if the Bennett hypothesis is true.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com