CHAPTER 9Think Differently About Your Customers

Nobody cares about your products (except you).

—DAVID MEERMAN SCOTT, MARKETING STRATEGIST

Adrian Salamunovic and Nazim Ahmed found millions of dollars buried in their DNA. The two friends and entrepreneurs started a company from scratch and built it into a multimillion-dollar business in five short years, thanks to ideas they adopted from Apple and something we’re all born with—DNA. Their company, DNA 11, turns DNA into art. It’s as simple as that. They send customers a kit with a special cheek swab to collect the DNA. The customer returns the sample, and the company turns the DNA into art that the customer can hang on the wall.

In 2005, Salamunovic was a full-time Internet consultant, and Ahmed ...

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