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I find anything written by Julian Shapiro extremely valuable, and this playbook is no different. It's actually one of the main reasons I'm expanding my Postmake social marketing efforts to LinkedIn. Well worth a read.
"Today, when I’m asked how many people work at Gumroad, I respond with 'ten or so.' If we include full-time employees, it’s none. Not even me." This is a company that generates $11 million in annual revenue!