Ina: The book is intended to be super, hyper practical. It's been cool to borrow some of the tools and tactics from people in the ne book. Ina: Who did you who was unexpected that you got for the book? There were a bunch of really unexpected people. Th there are the better known names, like, say, ben stiller or patent oswald,. And then there are maybe lesser known names such as duston moscovits, cofounder facebook.