Think big. No, bigger. OK, now supersize that. Now double it.

Get the idea? If not, think again. Sometimes you need to shoot for the moon. Even if you fall far short you most likely will have gotten further than many others and certainly further than your previous efforts.

Although most of your time should be spent on hitting your core market in predictable, risk-free, conventional ways, some of your time should be spent looking for a breakthrough, a knockout punch, a Super Bowl berth, a lottery win. Heaven. So what does such an ambitious approach look like?

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