| The 2004 election is over--at least in
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| | franchise--though let's not call
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| the minds of the public--and analysis
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| | "Fahrenheit 9/11" a documentary.
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| runs rampant as to why Senator John Kerry
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| | Unfortunately, Michael Moore himself has
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| lost. From a business viewpoint, one
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| | proved to be less than stellar at being
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| could say that he simply didn't sell the
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| | his own product. Although as of this
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| product. Or more accurately, he didn't
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| | writing he won the People's Choice Award
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| sell the American voters on himself, and
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| | for Best Film of the Year, he's also
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| by extension the Democratic Party, as the
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| | developed a reputation for lack of
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| product. We all remember phrases such as
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| | integrity, not to mention bashing the USA
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| "This is the wrong war in the wrong place
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| | that has given him his career. Moore's
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| at the wrong time" and "I voted for the
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| | whole image as "a man of the people" has
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| invasion of Iraq before I voted against
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| | been called into question many times.
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| it."Imagine if Bill Gates took to the
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| | Although the marketing of Michael Moore
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| airwaves and said, "We're against
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| | is an Oscar-worthy production, 51 percent
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| business. Our aim is to completely
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| | of Americans didn't find him
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| sandbag business [N.B.: some Microsoft
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| | credible.Celebrity endorsements are only
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| foes may quip that he's succeeded.] But
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| | as good as the celebrities themselves,
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| even though we're anti-business our
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| | and many Americans found the Dixie
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| software can do business better than our
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| | Chicks, Barbra Streisand, Sean Penn,
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| competitors' products. So buy Microsoft
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| | Martin Sheen, Jessica Lange, Ed Asner,
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| even though we're anti-business."Even all
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| | Janeane Garofalo, Whoopi Goldberg, and
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| of Bill Gates' millions couldn't stop
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| | many of the supposed elite to be less
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| stockholders from hauling him before a
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| | than convincing, particularly with the
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| Wall Street firing squad. Die-hard
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| | way Hollywood keeps selling crudeness,
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| Windows lovers, like true blue Democrats,
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| | vulgarity, violence and intolerance for
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| would continue to support Gates
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| | any point of view but its own. The
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| nonetheless. They might even do it to
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| | multiple military backgrounds, Ph.D.s,
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| spite Apple Computer, the way so many
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| | and public service records the Bush team
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| Kerry voters chose to support Kerry
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| | collectively holds puts in perspective
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| because he wasn't Bush. "The Uncola"
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| | the glamour of a few Academy Awards and
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| slogan worked for 7-Up, but that's the
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| | hit TV shows, movies or albums.4) You are
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| exception. Most successful business
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| | confident enough in yourself not to
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| enterprises win loyalty by telling
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| | deride people who opt for an alternate
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| customers who they are, rather than who
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| | product. The British newspapers derided
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| they're not.Consider the mundane example
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| | the majority of Americans who voted for
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| of juicers, specifically an online store
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| | Bush as being "dumb."As my voice acting
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| front called LivingRight.com, one of a
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| | teacher, Samantha Paris, founder of
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| family of health appliance and lifestyle
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| | Voicetrax San Francisco/Desert Cities
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| product Web sites operated by
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| | says about casting for radio, narration,
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| Arizona-based company Open Chute. There
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| | animation and TV commercial jobs, "It's
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| are literally hundreds of juicer Web
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| | selection, not rejection."5) You thrive
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| sites, so what can Open Chute do to
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| | on competition, not taking it as a
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| convince customers to buy from Except
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| | personal attack, and you don't turn the
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| for saying, "We will meet or beat any of
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| | competition into personal attacks.
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| our competitors' prices," LivingRight
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| | Politics violates this rule too often,
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| doesn't waste much time reminding you of
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| | and the 2004 campaign was nastier than
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| the competition. Consider the statement
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| | most.Contrast that with Coke and Pepsi.
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| on their homepage:"We supply commercial
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| | The competing celebrity endorsements
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| juice extractors and industrial juicers
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| | (Santa and the polar bears on the Coke
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| to businesses and also carry the best
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| | side, Ray Charles and Faith hill on the
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| juicers for at-home juicing junkies. We
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| | Pepsi side) only prolong an ongoing
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| have gift ideas for the health nut in
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| | competition that isn't likely to be
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| your life, juicing recipes and tips on
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| | resolved any time soon. The Pepsi
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| juicing for healthy living, as well as a
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| | Challenge shook Coke out of it's 1980s
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| Best Price Guarantee."Let's look at what
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| | complacency, and Coke learned from its
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| LivingRight has just told you about
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| | abysmal New Coke mistake. Although to be
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| itself:Fact: It cares about your health,
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| | fair, Pepsi had its own klunker with
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| and to prove it, there are pictures of
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| | Crystal Pepsi, although they rebounded
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| spiffy-looking juicers surrounded by
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| | with Pepsi Twist.These days Coke has
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| fresh fruit. Mm-mm. It even wants your
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| | brought back Cherry Coke, Vanilla Coke,
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| friends and family to be healthy!Fact: It
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| | and even branched out into Coke with
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| supplies commercial juicers, and links to
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| | lime. Notice that Coke isn't telling
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| those products are right up there on the
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| | investors how awful Pepsi is, and vice
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| home page. But those juicers seem
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| | versa. It's just good old-fashioned
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| affordable for "at-home juicing junkies."
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| | competition in which you, the
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| Open Chute knows that if you're going to
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| | businessperson, puts your best foot
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| invest in a juicer you're going to get
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| | forward.6) You don't change who you are.
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| something that lasts. And hey, there's a
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| | People were never sure of who John Kerry
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| Best Price Guarantee!Fact: It is so sure
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| | was, whereas George W. Bush's swagger
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| that LivingRight will make a difference
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| | ("which in Texas is calls walking," he
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| in your life that it offers recipes to go
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| | remarked in his acceptance speech at the
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| with the juicers, as well as tips on
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| | Republican National Convention) doesn't
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| juicing for healthy living.So in one
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| | hide itself. Bush has made no attempt to
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| short paragraph, LivingRight has sold
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| | correct his oft-remarked-on slips of the
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| itself as a caring consumer advocate and
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| | tongue and even owns up to it ("People
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| supplier of these nifty health
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| | sometimes have a tendency to correct my
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| appliances. After all, everyone wants to
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| | English--I knew that I was in trouble
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| be healthy.Contrast this with Kerry's
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| | when Arnold Schwarzenegger started doing
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| message, delivered not in one paragraph
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| | it.") Bush's folksy ways make a
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| but in hours of negative campaigning,
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| | statement that he is comfortable in his
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| debates, and speeches. For those of you
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| | own skin. Likewise, Bill Clinton didn't
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| who can't remember what it was, "I'm not
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| | switch to caviar from McDonald's (much to
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| Bush" comes pretty close. Although "We
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| | his regret later). Costco hasn't added
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| have better hair" also surfaced as a
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| | high-end coffee bars and gourmet food
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| slogan. Reality check: People only vote
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| | stands, but the lines at the checkout are
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| for hair and make-up at the Oscars.
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| | still as dauntingly long as ever.7) You
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| Hillary Clinton herself denigrated the
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| | focus on who you are for the present and
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| media fascination with her hair. Imagine
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| | future, rather than who you used to be.
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| that: Hillary's a better business leader
| |
| | Senator Kerry's rehashing of the Vietnam
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| than John Kerry. After all, she survived
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| | conflict, and the Swift Boat controversy
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| Whitewater, didn't she?So what could the
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| | that cropped up to haunt him, illustrated
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| Democrats have done differently and what
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| | how drawing on past glories (or
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| can you learn from them? For a start,
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| | controversies) only make people confused
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| you can realize and affirm the seven
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| | about who you are in the present.
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| reasons why you are your own best
| |
| | Imagine if Coke and Pepsi trotted out all
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| product.1) You are successful in what you
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| | their marketing missteps, and imagine if
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| do. LivingRight's Web site says, "More
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| | Pepsi tried to resurrect its ad campaign
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| than 25,000 health appliances shipped!"
| |
| | with the embattled Michael Jackson.
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| "Shipped" communicates follow-through, as
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| | Dated at best, controversial at
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| in a former McDonald's slogan "Over one
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| | worst.People connect with who you are in
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| billion served."While going to war isn't
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| | the moment and who you will be in the
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| a popular decision (as even Joan Rivers
| |
| | future. When someone buys, say, a
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| remarked at the 2002 Oscars, "Every idiot
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| | juicer, she envisions many mornings of
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| in the world wants peace"), President
| |
| | fresh homemade nutritious juice and the
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| George W. Bush successfully prevented
| |
| | well-being that she receives, well-being
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| attacks on American soil by first going
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| | that she comes to associate with the
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| after al-Qa'eda, then in toppling Saddam
| |
| | company or store that makes and/or sells
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| Hussein from power.2) You believe in your
| |
| | the juicer. A past track record is
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| product, and by extension yourself and
| |
| | helpful, particularly in maintaining
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| your vision, so much that you use it
| |
| | relationships with customers, but don't
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| yourself. Those cheesy Hair Club For Men
| |
| | keep rehashing it. "You've always been
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| ads hit it right on the head, pun
| |
| | there for me" sets up the expectation
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| intended: "I'm not only the Hair Club
| |
| | that, like State Farm, you will be there
|
| president, I'm also a client." If John
| |
| | in the future. You can enjoy a
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| Kerry was so against the action in Iraq,
| |
| | restaurant twenty times, but have you
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| why did he initially vote for it?3) You
| |
| | ever noticed that one bad meal can make
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| are so compelling that you surround
| |
| | you think twice about going there?A coda
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| yourself with people who build up (not
| |
| | to this list: Fortunately, if you've made
|
| necessarily brown-nosers) rather than
| |
| | yourself your primary product, even the
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| tear down your image. Bush has benefited
| |
| | most critical of diners can forgive a
|
| from Colin Powell, Condoleeza Rice,
| |
| | slip-up, because they've already invested
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| Vice-President Dick Cheney, California
| |
| | in you. So make sure you are an
|
| Governor Arnold Schwarzenegger (another
| |
| | investment they'll want to hang on to,
|
| businessman successful at selling
| |
| | and in the Democratic Party's case, a
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| himself), Rudy Giuliani, Georgia
| |
| | future they believe in.Kristin Johnson is
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| Democratic Senator Zell Miller, and
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| | co-author of the "highly recommended"
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| especially the legacy of former President
| |
| | Midwest Book Review pick, Christmas
|
| Ronald Reagan. Now Bush has truly moved
| |
| | Cookies Are For Giving: Stories, Recipes
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| into bold territory by appointing his own
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| | and Tips for Making Heartwarming Gifts
|
| father and former President Bill Clinton,
| |
| | (ISBN: 0-9723473-9-9). A downloadable
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| one-time political rivals, to head the
| |
| | media kit is available at our Web site,
|
| Asian tsunami relief.I have to concede
| |
| | or e-mail the publisher () to receive a
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| partial credit to Kerry and the Democrats
| |
| | printed media kit and sample copy of the
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| for being associated with, or at least
| |
| | book.
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| profiting from, a successful movie
| |
| |
|
