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of like where a lot of people go before anyone cares about their company. they hope one day the incumbent will break out, go viral. they'll become the next big thing or change the world or make ton of money or if they're lucky do all that stuff. this is my friend ben, an authority on all things startups. >> we are about to have a new app that's like the hot thing this year. allows you to live stream with the click of a button your smartphone. we'll see if by the end of our interview who has more people watching us. >> that's so weird. >> it's like at least three -- >> what's the secret to a startup success? >> building great communities. i mean i wrote an entire book on this right? >> your book -- >> i'm at 25. >> i know a lot of startups want to capture attention. you're the guru. what's your advice? >> i mean i have seven pieces of advice for it. if i had to pick one for entrepreneurs, it's the most powerful of all of the triggers