you just stand there and watch people pick up the book and look at the back cover. can i say, is that book interesting to you? i can understand what they are seeing. they are the ones buying from you, not you. you have some interesting examples, in kwun of one of your books, purple cow. traditionally we spend money on marketing in television, ads in magazines, now maybe on facebook or search engine marketing. but you say, a lot of your marketing dollars should be sent on the product itself. so what we grew up with was mad men. mad men advertising in marketing with the same thing. if you spend money money in advertising you would succeed. now that over. what we are left with is the product is the marketing. we ve got google, facebook, ebay, amazon. none of them spend money on advertising. they spend all of their money on making something people will talk about. if think about the leaning tower of pizza, they didn t make it lean on purpose. if you go to pizza, there are a