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You need to get the word out about your new product or service. What if you paid someone -- or a lot of people -- to review it for you?

The book: Killing Giants: 10 Strategies to Topple the Goliath in Your Industry, by Stephen Denny; Portfolio. The big idea: Dominant, deep-pocketed companies are often so myopic they don't notice the upstarts sprinting between their feet.