Of all the marketing projects I've worked on, one that truly stands out from the rest is the one where I found myself one evening wearing a tie, sitting down at a table at a five-star hotel in the Rocky Mountains, eating salmon and steak and listening to a four-star army general singing a Frank Sinatra song. There I was, sipping on wine, seated next to my wife and some friends watching the highest-ranking military officer in the armed forces of the United States of America, General Martin Dempsey, sing pop tunes into a microphone.

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