and so how do you keep that mentality? >> when i talk about in the purple cow is the purple cow is something people are willing to talk about it, but after they talk about it it's time to milk the purple cow and use the cash cow to pay for it, the next thing you're going to launch. that's the magic of the book publishing business. the bills are paid year after year after year that let's them do "50 shades of gray" which is speculative. your current business should be funding the next thing you want to do, that's part of the bootstrapper mindset. the reason you're doing this is not to buy yourself a job, right? not some sandwich franchise where every day you're making the same ham and cheese, that's not the goal. if you want to do that, go make ham and cheeseรง sandwiches, th goal is how to make a ruccous and have it self-fund to make another ruccous tomorrow. >> what's interesting about that is you talk about being an underdog. you are actually in a position of power because people are rooting for you, right? >> that's right. >> and i thought at first, how
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