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Share of Mind BEFORE Share of Market.
If you don't train the customer the insurance company will.

PERSPECTIVE
   At the height of the space program in the ‘60’s, NASA scientists were perplexed by a problem their astronauts faced in the recording of data and experiences while in orbit.The problem was that they were unable to write anything down, because they couldn’t get a pen to work at zero gravity. NASA embarked on an expensive Research and Devolopment program. Some time and about a million dollars later they presented their “astronaut pen”which immediately went into service. The pen also achieved novelty status and was sold at great expense to earthlings as a genuine NASA souvenir. Meanwhile, the Soviet space agency faced the same “pens-not-working-at-zero-gravity” problem, and came up with this solution...they used pencils.

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