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II: It’s About Conversation

6 The Conversation Happens With or Without You

7 Bring in Legal Early

8 Don’t Be Afraid of the Negative

9 Understanding Each Community

10 Come Bearing Gifts

11 Bloggers Have No Boundaries

12 Every Business is Different

13 Don’t Fall in Love

14 Don’t Be Afraid to Throw Out What Isn’t Working

15 Be Open to Trying New Things (but Don’t Fall Off the Bleeding Edge)

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Part II: It’s About Conversation