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i was pretty short and pretty slow. my incentive was giving me just that little edge and advantage. reporter: he made shirts with synthetic fabric that would wick away your sweat. he didn t invent the fabric, it was out there, he just made some tight shirts out of it and started giving it to friends in the pros to try out. i ll make these shirts up, send a few out. i thought it was going to be easy. the fact of the matter is it doesn t work like that. reporter: based out of his grandmother s basement he racked up $40,000 in credit card debt and tens of thousands of driving miles. and a ton of hard work. protecting the house is still the central theme to most of their ads. this is a new one for their women s line. are you going to let it defeat you? or are you going to protect this house? i will. that s not soft, that s for sure. that s not a noxema commercial. reporter: plank has been just as aggressive in business. ....