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In the second commandment, you learned that you should be the leader in your category or in your unique area of expertise. Now you need to be known as such. And one of the most effective ways to do this is through publicity.

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Breaking My Back Promoting New Product. Literally.
I don’t blame them. My wife told me I was turning as white as a ghost, so we’ve decided to go back to our room to take some time — and pressure — off my spine.
I thought to myself, “Maybe I should take advantage of this downtime to blog about this — that way, more people will know what’s going on.”
You see, I have a broken back. Literally.
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