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The most killer questions in sales: "Mr. Jones, when I say (insert your product, your company, or anything you want an opinion about here) what one word comes to mind?" This is the most powerful question because it not only gives you top of mind awareness (the customer "hot button"), it also tells you their attitude towards it.

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A-Trak

Right now it feels like we're playing a role, like me and a couple of my friends, in where popular culture is going. That's a very rare thing in a person's life to be able to be a part of that. It's a responsibility I take seriously.

Couple, Culture, Life, Like, Responsibility, Seriously
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When I started Fool's Gold and producing consistent records that were like electro beats with rapping on it that was experimental and weird. I made a mixtape called Dirty South Dance where I put rap vocals over dance music. That was literally an experiment. Now all these rappers are rapping on dance music. This is something I've been trying to build for a while.

Dirty, Like, Rap, Rapping, Trying

I'm not even a trained producer. I just keep following my ear and working on stuff until it sounds the way I like it.

Ears, Producer, Sound, Stuff, Trained, Way

There are things I like, there are things I strongly dislike. In my DJ sets and in my production I just gravitate towards what I like.

Dislike, Djs, Productions, Things, Towards

Traditionally, with a DJ set, you just go hear DJ that has a good reputation and let the DJ take you somewhere. It was up to the DJ what he wanted to play. Typically in dance music, people didn't know most of the songs a DJ played.

People, Play, Played, Reputation, Song

There's a bit less elbow room and latitude to take it somewhere else, at least at festivals. In the club you can do whatever you want but at festivals, especially Ultra, nowadays the crowd wants to hear our songs.

Crowd, Elbow, Elbows, Somewhere Else, Song, Songs
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