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Beat the Best

The best-promoted technology will often beat the best technology.

To apply that idea to your business, ask yourself these questions:

  • What can you do with your product or service to give it an aura of magic?
  • What are you doing to build relationships with the media? Is your current relationship friendly or hostile?
  • Where have you become invisible or taken for granted despite your superior performance in this area?
  • What are you doing to raise others' awareness of the necessity of your presence?

Excerpted from At Work With Thomas Edison: 10 Business Lessons From America's Greatest Innovator