And I didn't make this up.

I actually got this idea from Amazon is always start with a press release.

By the way, press releases aren't even that relevant anymore.

You get most media by pitching specifically to journalists, not by just writing a press

release and putting it on the wire.

I think press releases are useless in that way, but in the way that they're extremely

useful is in the way that Amazon leverages press releases.

Many people don't know this, but before you can launch any product at Amazon, Jeff

S.O.C.C.A rules saying that you must write a press release about it.

Why?

Because it helps you think of that line, the 5Ws.

Who's your target demographic?

I get people coming to me all the time and saying, how do I get tech crunch or mashable?

But yet, their service isn't targeting the people who read tech crunch or mashable.

And even by your friends, I always tell entrepreneurs you are who you hang out with.

So surround yourself with great people, both in business and your personal life, and you

will achieve greatness.

You want to just tell us about Canvas Pop and what you do?

Sure.

Canvas Pop is a company that I bootstrapped along with my business partner, Nazim Ahmed.

Nine years now, actually.

It's been a nine-year startup.

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