There's a line in The Princess Bride that lives rent-free in my head. Westley - recovering from being mostly dead - surveys an impossible situation and says: "I mean, if we only had a wheelbarrow, that would be something." It's the Swiss Army Knife of problem-solving quotes. Not a complaint. A rallying cry. Marketing works the same way - but only when the rest of the business is ready to storm the castle together.

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