CHAPTER 11Own It

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Inspired Bicycles

If you have an odd idea, something different, that can sometimes be enough, but the way to make something truly unforgettable is to take that idea and make it yours. Own it.

Your goal is to show us something we’ve never seen before. Often that means you need to show us something that’s the best of its kind—on the planet. That was the key to making videos like Greyson Chance Singing Paparazzi (48 million views), Levi’s Guys Backflip into Jeans (8 million views), and even Dude Transports 22 Bricks on His Head (1.9 million views) viral hits.

Links to These Examples

When we say “own it,” we mean take whatever ...

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