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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