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Go Big or Go Home

Even in a bad economy, one truth about marketing stands: you have to spend more to make more.

This story appears in the November 2008 issue of Entrepreneur. Subscribe »

A few days ago, I spoke at a luncheon with approximately 500 local business leaders. I began with these words: "I have good news and bad news. The good news is you will have fewer competitors next year because many of your competitors will be out of business. The bad news is you might be one of those out of business."

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