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Why we picked it Cohen names the exact trap a broke founder falls into: running the same tactics as a million other companies and being invisible because of it. His five alternatives (radical honesty, virality built into the product, a story worth repeating, advertising treated as investment, borrowed credibility) are all things you can do with time instead of money.
If you build it, they won't come, unless…
From A Smart Bear by Jason Cohen 15 min read
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