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For successful living. We always meant it as a provocation. But people heard it as an aspiration. That is exactly what good advertising does.
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My father was a farmer. He worked very hard and had very little. I decided I would work just as hard and build something that could not be taken away.
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I buy brands that others are afraid of. The brands that have real identity but no business behind them. That is the gap I fill.
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Going public is not freedom. It is a different kind of cage. I prefer to own the company completely.
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Distribution is not a logistics decision. Distribution is a brand decision. Once you sell everywhere, you are no longer special.