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Great post! At the very instant I started reading, my iTunes (set to random) flipped to Eric B and Rakim's classic "I Know You Got Soul."

About a minute in, Rakim spits his famous lines "I start to think and then I sink / into the paper, like I was ink." How, um, in sync!

My favorite of these points is #5 -- capturing the voice of your stakeholders is so important. Just as important: resisting the urge to homogenize those voices. Not everyone possesses the masterful flow of Rakim, but authenticity and passion suffice just fine.

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