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IV: It’s Not About You

25 Give Up Control and Drop the Ego

26 You Need to Be All “Ears”

27 Your Customers Know Your Products Better Than You

28 It’s All About the Idea

29 Your Content Must Have Value

30 Sharing with Others is Key

31 For it to Work, You Need to Be Social

32 Ask the Audience

33 You Get What You Give

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Part IV: It’s Not About You