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So many people believe that their products are packaged properly because they have a good product or a great company. Many times they’re not. It’s kind of like a great human being going out dressed in a way that doesn’t represent them, that doesn’t express them: it gives the wrong messages. People don’t just have this problem; products, organizations, and projects have this problem. I can’t tell you how many books I’ve seen that have been improperly packaged, and they can have insightful, creative, compelling content – and if they’re improperly packaged, they’re dead ducks.

I don’t think it can be said anymore that if you write a good work, it doesn’t really matter how it’s packaged because “the cream will find it’s way to the top”. Not always true. There are hundreds and millions of great books that none of you have ever heard of, and part of it is the way it’s packaged.

I want you to really think about the way your works, the way everything that you’re doing is packaged. That even includes the way you’re packaged. You would be surprised how much focus is spent in the packaging area. It really makes a difference.

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