StoryDoing

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This is a great post because it articulates a very powerful idea that is surprisingly underused in business.  It's also a great post because it tells the story of Red Bull (and who doesn't want to hear that, and because it tells it well.  In fact, the site (Medium) is one of my favorites because it is unique (long form content on the web - really) and it is beautiful (and I'm a sucker for proper design)