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I grew up in a neighborhood where kickball ruled.  One day a bunch of us boys were playing when suddenly the ball bounced down a drainage ditch. Within seconds it got jammed halfway inside a long, skinny concrete pipe under Mr. Stewart’s driveway. We tried to pry the ball out with long sticks and rocks but finally gave up. A couple of guys mumbled about Plan B – bike riding, Monopoly or even checkers.

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It’s still very easy to fall into the trap of thinking that if you develop a great product, everything else will just take care of itself. Very recently I was in a meeting and listened to a CEO of a company confess that his product wasn’t selling like he thought it should. He said that the company produced, without question, the best product in the industry, but it is struggling with getting its fair share of the market.

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