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This story appears in the July 2004 issue of Entrepreneur. Subscribe »

Several years ago, a book by bestselling author Ken Blanchard claimed the best way to was through creating raving fans. Nothing proves that theory more today than the phenomenal success of .

As regular readers of this magazine know, we at Entrepreneur are big eBay proponents. For the past two years, I have been involved with eBay Live!-eBay's annual meeting-where last year more than 10,000 eBayers converged to learn how to improve their eBay businesses; network with fellow members of the eBay community (that is what the eBay corporation and eBay sellers consider themselves-one big, happy community); and swap and trade pins, cards and other soon-to-be collectibles.

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