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Your company can create the most innovative, jaw-dropping product or service ever seen. But if your offer is buried beneath the mass of marketing messages bombarding consumers every minute of every day, it will never make the money it should. So, what’s a business owner to do? When it comes to marketing, there is one solution. Figure out what’s never been done, put a strategy to it, and do it.

After reading an article about a local farmer who had dedicated his life to growing giant pump­kins, Michalowicz realized the same process could apply to growing a business. He tested the Pumpkin Plan on his own company and transformed it into a remarkable, multimillion-dollar industry leader. First he did it for himself. Then for others. And now you.