Execution is the most critical step.

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Not only did the campaign scream authenticity (there were industry complaints that the makers had mistreated the kids by not telling them it was a ruse), but the execution was in lock-step with the brand attributes they were intended to illustrate.

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And, like an architect, you truly get to be involved with every step of the building process, from vision to execution.

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And execution not only in terms of design and engineering, but getting the whole company to move in step as we launch the phone.

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