After four months of following this strategy, he got zero responses. (Pretty discouraging, right?) Chet was known for what he called PHD (Pig-Headed Discipline), though, and he refused to give up. Then, in his fourth month, something changed. He landed his first big account: Xerox. It was the biggest advertising buy ever for the company. By the sixth month, he had landed 28 of the 167 advertisers. And with those 28 advertisers, Chet doubled the sales over the previous year and went from number 15 in the industry to number 1. He kept doubling sales for the next three years in a row. By the end
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