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      "text": "13 Selling Solutions\n\nKEEP IT SIMPLE — ONE MESSAGE PER CHART\n- Complex charts are less effective in conveying information.\n- Use simple charts to express a single message clearly.\n- McKinsey focuses on black and white charts to avoid distractions and adheres to the principle of one message per chart.\n- The \"lead\" summarizes the chart's point in one clear sentence, with source attribution included for credibility.\n\nUSE A WATERFALL CHART TO SHOW THE FLOW\n- Waterfall charts effectively illustrate quantitative flows",
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