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The Like Economy: How Businesses Make Money with Facebook, Second Edition by Brian Carter

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16. FaceBusiness: Seven Principles for Success

The last chapter of many modern business books is called, in the publishing industry, a “Save the Whales” chapter because it’s a forward-looking narrative. It’s supposed to send you away with a sense of possibility and inspiration. Too often, though, today’s brilliant and plausible predictions sound ridiculous the next year, and laughable 10 years later.

I’m not going to write one of those. I believe that life happens while you’re busy making plans. You might ask, “But we’ve got to plan, don’t we?” Yes, you should know where you want to go and should plan your next steps to get there. Chapter 6, “Facing the Facts: How to Continuously Get Better Results with the Five Steps of Optimization,” talks ...

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