On our most recent visit to the Humphrey School of Public Affairs, we heard a lot about K-12 education and were reminded of both the importance and the complexity of education policy.

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Facts and figures stimulate the rational side of one’s brain and are essential to support any decision or strategy, but rarely spark passion, motivate behavior or induce loyalty in the face of barriers. Motivation comes from connecting the rational to the emotional in service to a complete pathway of thinking and feeling.

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Does marketing research lend itself to poetry? Not usually, but a Robert Burns poem penned in 1786 does a surprisingly good job of encapsulating the value of measuring the views of external audiences.

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