Read more about the article Why Denzel Washington was right about inverting (spoiler: it works better that way)
Whip Whitaker "rolling it" in 'Flight', 2012.

Why Denzel Washington was right about inverting (spoiler: it works better that way)

In the 2012 movie ‘Flight’, pilot Whip Whitaker, played by Denzel Washington, saves a flight from crashing by turning it upside-down. “We’re gonna roll it, okay?” he says. That’s what I intend to do in this article. By inverting the way in which marketing service providers commonly structure their services. I hope you’ll find it refreshing.

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Inbound marketing unpacked

The terms 'inbound marketing' (coined by Brian Halligan) and 'permission marketing' (coined by Seth Godin) refer to various practices that brands can apply to build positive relationships with their intended audiences, particularly on-line. The term 'content marketing' is also very closely related, although it may have a slightly stronger connotation with off-line content, like customer magazines.

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