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And Ilúvatar taught the Ainur about the World
It started with the music of the Ainur. But Melkor had other ideas. Until finally, Ilúvatar stood up and raised both hands. Ilúvatar stood up in splendor and left. And the Ainur followed him. They went into the Void. And Ilúvatar told them to behold their music. He gave the Ainur the power of sight.…
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5 questions that drive purchase decision and customer conversion in 2025
Customer conversion success depends on one critical factor: understanding the questions in your prospect’s mind. Every potential customer who visits your website follows a predictable thought process, and aligning your marketing with these questions can dramatically improve your conversion rate. In this post, I’ll share a framework we’ve used at Formaloo to increase our conversion…
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Until finally, Ilúvatar stood up and raised both hands
It started with the music of the Ainur. But Melkor had other ideas. Until finally, Ilúvatar stood up and raised both hands. With one deep, high, and piercing chord, all Music stopped. Then, Iluvatar spoke: Mighty are the Ainur. And mightiest among them is Melkor. But you and Melkor know that I am Iluvatar. I’ll…
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A comprehensive guide to SEO success
You know what’s better than ranking #1 on Google? Teaching your team how to get there. Fresh off the heels of Formaloo being named one of the top 10 form builders globally (thanks, Capterra!), I gathered our marketing mavens for a deep-dive SEO workshop to review how a B2B SaaS business can achieve SEO success.…
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But Melkor had other ideas
It started with the music of the Ainur. But Melkor wanted to increase the power and glory of the part of the music assigned to him. Melkor had been given the greatest gifts of power and knowledge. And he always looked for the Imperishable Flame. But he couldn’t ever reach the Imperishable Flame because it…
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Three cities and a plot twist: Why we’re not moving to London after all
When you’re building a global tech company, everyone tells you to “follow the opportunity.” What they don’t tell you is how that advice gets complicated when you’re also searching for a place to call home. Over the past four years, my husband (who’s also my co-founder) and I have packed our lives into suitcases three…
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It started with the music of the Ainur
First, there was only Eru Ilúvatar. Ilúvatar made the Ainur, the holy ones, out of his thought. So the Ainur got present with the Imperishable Flame. Ilúvatar started speaking to the Ainur with themes of music. Each of the Ainur listened to him. And then the Ainur sang for a long time. Each Ainur sang…
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4 Signs of a good leader — And steps to be one
Leadership is easy to talk about and hard to practice and maintain. If you have watched The Office series, you know Michael Scott, who calls himself the world’s best boss. But we know it’s not important to be the best and most lovable boss. It’s important to be a fairly good leader. I’ve been working…
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Organize projects, the right way
I’ve been planning and organizing big and small projects for the past 10 years. Since my mind is a pattern maker, I’ve designed a format you can use as a template to plan and organize any project, no matter the subject, or be it big or small. In this article, I’ll explain this format and…
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How to prevent habitual burnout
Active rest is a term mostly used by athletes. It means that during your workout, instead of sitting on a bench to rest, you are doing one of three things: stretching, hydrating, fine-tuning form. Active rest is sometimes referred to as active recovery, which is like going for a swim the day after a tough…