He radically changed the core of his business: real estate. Rather than building and owning the structures himself, as he had earlier in his career, Trump realized that he could make far easier money simply by selling his name to developers around the world, who would use his celebrity to attract buyers and customers for their office buildings, condos, and hotels. The outside developers would do the construction and carry all the liabilities. If the projects failed (as they frequently did), Trump still collected his licensing fee. And the fees were enormous. According to the Washington Post,
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