Jesse Cole

And he's like, no, that's the normal way of selling a book.

What did I do?

I bought an entire retail store in Minneapolis, a couple thousand square feet.

And I made my own bookstore just for one book, my own.

And so he had his book, Innovation on Demand, on all different sections, like business and self-help and history.

He had a sign for Shoplifting's Encouraged.

He just wanted people to have his book.

People Magazine, NBC, Fox, CBS, everyone did a story on the one book, bookstore.

And so what that concept is, if everyone's going this way, I'm going to go this way.

And so he has inspired us tremendously and still a good friend to today.

But even my first book, Find Your Yellow Tux, we did a world book tour at Epcot.

And so we literally went to Epcot and did the world book tour.

No one gets excited about normal.

No one comes home and says, honey, I met the most normal person today.

He was so normal.

Like we get excited about memorable, remarkable.

And so whatever the normal things in your industry are,

What would be the exact opposite?

Start creating that way.

That's what creates attention.