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CHAPTER THREE

Let Outsiders In

“Treat your customers like they own you, because they do.”

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FROM HIS FIRST JOB at the age of 12, enlisting his neighbors to buy garbage bags wholesale so that he could save up for a new pair of sneakers,2 to his current role as a sage investor and advisor to fellow entrepreneurs on ABC’s Shark Tank, Mark Cuban has always had a knack for engaging others, finding common interests, and building relationships.

For nearly 50 years, Cuban has been collaborating with partners, investors, and customers in countless businesses, ...

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