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You need to be different and stand out. You need to have a message. For me, it didn't come easily. The best advice I was ever given, though, is go away and write 100 songs. You need to find the music that's you.

You need to be naive enough to do things differently. No big publishing house would have allowed us to co-create a fully designed, four color business book in landscape format - because it was contrary to the publishing industry logic. However, we thought of Business Model Generation as a product, not just a book - similar to Apple products.