Dan is a New York Times bestselling author, entrepreneur, keynote speaker, and researcher. His new book is called Back to Human: How Great Leaders Create Connection in the Age of Isolation.

Top 3 Value Bombs:

1. When you're running an effective ad, you want to be testing one variable at a time so you'll know exactly what difference that variable makes.

2. The Shotgun technique: Create as many ads as you can with as many different creatives and as many different copy types, and; then test to as many different audiences as possible. You'll figure out what works really fast!

3. Everything you do should have a system and a process.

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MBA289 Must Read: The 5 Levels of Leadership By John C. Maxwell