Part II



It’s Not Enough to Be True; It Needs to Be NEW

The world always seems brighter when you just made something that wasn’t there before.


The premise of this section is: just because something is important doesn’t make it intriguing.

If you want busy, distracted people to give you their attention, it’s important to, as Neil Gaiman points out, introduce something new, something that “wasn’t there before.”

Are you thinking, Well, that’s a problem because there’s nothing new under the sun.

Of course there is.

In fact, this section shows a variety of ways to produce and introduce fresh, first-of-their-kind ideas, approaches, and offerings that capture people’s favorable attention because they’re not only true, ...

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