Very interesting read. These guy's used to throw parties, and while partying, would question all the people present on which slogans, ideas they liked best, worst. They basically had their own focus group. Ultimately, that led them to these three simple words which have taken their business to the next level.
http://www.nytimes.com/2007/11/22/business/smallbusiness/22sbiz.html?_r=1&ref=business
http://www.nytimes.com/2007/11/22/business/smallbusiness/22sbiz.html?_r=1&ref=business
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