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https://peopleandchairs.com/2012/03/21/work-on-the-who-the-who-and-the-who-add-some-who-and-then-explore-the-who-the-what-and-where-will-reveal-itself-tj-jagodowski/
"Work on the Who, the Who, and the Who. Add some Who, and then explore the Who. The What and Where will reveal itself." - TJ Jagodowski