Jack Canfield, from chapter 2, similarly superconnected into networks when he released his book, Chicken Soup for the Pet Lover’s Soul. He partnered with a national pet supply retailer to offer a half-price coupon for the book to anyone who bought a 50-pound bag of dog food. The company promoted the deal across the United States. “The principle was partner up with somebody who is already a gorilla, that has huge reach and impact, and create a win-win,” Canfield explains. Eager for a deal, dog owners bought half a million books—and in the process, a lot of dog food. It was one of the fastest
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