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In the world of ecommerce, shovels and gloves have little in common. One is categorized in Tools while one is categorized in Fashion.

When it comes to digging a hole, both can help do the job, but one is far more efficient than the other.

When it comes to protecting our hands, there is a clear winner. No contest.

When we add the word “garden”, the whole formula changes and we have the context to see a connection between shovels and gloves.

Experience is knowing how to use one to dig a hole while using the other to protect our hands.

Just having an assortment of tools in your shed isn’t enough. Knowing which tool is best for the job, and how to use them together is where we find success.

A marketing strategy is the context; the vehicle to connect the right tools.

Photo by Todd Quackenbush on Unsplash

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