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CHAPTER 14 / TRANSFORMATION THROUGH OPTIMIZATION275You%u2019ve Gotta Play to Winby Kelly LeMaySide note from Kim: Often companies, brands, or movements have one face, person, or personality that stands out front to represent the RUJDQL]DWLRQ%u0003DV%u0003D%u0003ZKROH%u0011%u0003)RU%u0003P\\%u0003%u08c4UP%u000f%u0003(OLWH%u0003'LJLWDO%u0003*URXS%u000f%u0003WKDW%u0003LV%u0003PH%u0011%u0003But in reality, there are nearly 20 people working behind the scenes to produce our client campaigns successfully. The author of this chapter, Kelly LeMay, has been with me for over ten years and is the RQH%u0003HPSOR\\HH%u0003ZKR%u0003WUDQVLWLRQHG%u0003ZLWK%u0003PH%u0003IURP%u0003%u08c5XII\\%u0003SXEOLF%u0003UHODWLRQV%u0003%u08c4UP%u0003WR%u0003GLUHFW%u0003UHVSRQVH%u0003VRFLDO%u0003PHGLD%u0003DJHQF\\%u0011%u0003$V%u0003PXFK%u0003DV%u0003,%u0003KDYH%u0003EHHQ%u0003a serious student of direct response, she has been right alongside me learning, experimenting, optimizing, reporting, and improving. $QG%u0003LQ%u0003UHDOLW\\%u000f%u0003VKH%u0003ZRUNV%u0003ZLWK%u0003FOLHQWV%u0003PRUH%u0003WKDQ%u0003,%u0003GR%u000f%u0003VR%u0003VKH%u0003PD\\EH%u0012SUREDEO\\%u0003LV%u0003EHWWHU%u0003DW%u0003WKH%u0003%u08c4QH%u0003GHWDLOV%u0003RI%u0003WHVWLQJ%u0003WKDQ%u0003,%u0003DP%u0011%u0003$IWHU%u0003,%u0003ZDV%u0003witness to a presentation by her about one of the apps we have done VRPH%u0003ZRUN%u0003IRU%u000f%u00037HQQLV%u0003&HQWUDO%u000f%u0003,%u0003DVNHG%u0003KHU%u0003WR%u0003VKDUH%u0003LW%u0003ZLWK%u0003\\RX%u0003DV%u0003DQ%u0003H[DPSOH%u0003IRU%u0003ZK\\%u0003 \\RX%u0003 VKRXOG%u00031(9(5%u0003 DVVXPH%u0003 DQ\\WKLQJ%u0003 DERXW%u0003 \\RXU%u0003ads.