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Even in the best of times, trying to fix a sales problem can involve a lot of guesswork. The market is opaque. Nothing is certain. And everyone has their own opinion about what's the right thing to do.

And today it's even worse - not just because of the economy, but because there are just too many choices.

Throw on top of that the tendency towards confirmation bias, and it's a wonder that anyone hits their numbers. But, then again, it could be worse. There could be a pandemic.

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