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An Open Letter to Simon and Schuester CEO Carolyn Reidy

Hi Carolyn,

Sit down before you read this.

We've got to talk.

Look. This is going to piss you off. This is going to look like I'm causing problems.

I'm not causing problems. I'm just pointing out where problems already exist.

Dissecting Coin's Massively Successful Product Launch

On DROdio

Coin is a new startup that's trying to replace traditional credit cards. Its YouTube video has 6.8MM views. When you Google the word "coin" they show up as the #1 search result -- not only that, but news story results fill out much of the first page of search results. Not bad for a startup with a product that won't even be available for another 6+ months.

What did this startup do to have such massively successful launch? And why is it coming from a small startup vs. an established company in the space?

In the world of product launches, many companies rely on Paid Media (i.e., ads) to launch new products. But startups don't have the huge ad budgets that big companies do, so they have to get creative by leveraging Earned Media (i.e., you, on Facebook, talking about it). Just like Lockitron did last year, Coin has touched a nerve, hitting its $50,000 crowdfunding campaign goal in under an hour, according to this Forbes article. The founder was quoted as saying:

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