My Best Promotion
First-hand tales of creativity and success
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"I also was aware that they were going to get ideas from some of my competitors," he said. "I didn't know who they were, but I respected them enough to realize that they might have thought of the telephone shoulder rest also, so why buy it from me?"
To differentiate himself, Roberts focused on making as strong a pitch as possible to the airline. He decided to schedule an in-person meeting with the buyer to do a single-idea verbal pitch, similar to a classic ad agency, and also to figure out a way to use the shoulder rest as creatively as possible.
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Michael Cornnell
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