The Word of Mouth Is Dead, Isn't It?

When you first came out with your first book, there wasn't web or any of this stuff. How did you actually get the word out to make it so popular? Well, my first book was the Innovation Formula, which I wrote with a partner, who I had known from another lifetime. And our feeling was that putting a note in the book, which said, look at page 47, we think it's really appropriate, caused people to look instead of just sending the book.