The Bandwagon Effect in Marketing – How to Use It To Sell Up a Storm



Heard of a guy called Donald Trump?  Sure you have – who hasn’t?  Trump is a one-man promotional machine, a real phenomenon.  I reckon he’s one of the greatest promoters of the modern age.

As I write he’s trying to pull off the biggest upset in American political history.  First, he is the front runner as the Republican nominee and is likely to win the nomination.  And second he has a reasonable chance of beating the Democrat nominee who is likely to be the flawed Hilary Clinton, for the Presidency.

The fascinating thing about his meteoric rise in the electoral race has been his ability to tap into alleged grievances of the underclass, and then attract them to his campaign like bees to a honey pot.  This is despite the fact that most of his policies are nonsense and simply not deliverable.

So why do people suspend their powers of rational judgment and follow a leader in an almost zombie-like trance?

I’ll answer that question shortly but first up let’s deal with this issue of bandwagons.

I call it the bandwagon effect, because if used effectively, populists can persuade hoards of people to put aside sound judgment, and jump onto the train of good hope.

I find the bandwagon effect fascinating, but the purpose of this article is to show you how it works, how others have used it in business, and what you can do to make it happen in your business, even if only in a small way.

If you can understand group psychology and use it to create your mini bandwagon effect in your business, you’ll be very happy.

Hold tight and enjoy the ride.

What Is the Bandwagon Effect?

Human beings are inherently tribal and in every tribe there is a leader – the alpha leader.  The leader’s followers must fall in behind the leader, or face the consequences.  The leader is often charismatic and demonstrates a strength of purpose combined with enormous reserves of energy and clarity to pursue his goals.

In liberal democracies, there is less coercion – the leader needs to attract people with his/her leadership and persuasive qualities alone.

Some leaders have the ability to whip their supporters into a frenzy who in turn may do things that they would never do of their volition.

This can be a good thing sometimes.  For instance, a sales manager who can motivate her team will extract more sales because she drives them to do things they wouldn’t ordinarily do by themselves – such as make more sales calls and aggressively follow up leads and clients.


“Men, it has been well said, think in herds; it will be seen that they go mad in herds, while they only recover their senses slowly, and one by one.”

The Bandwagon Effect Throughout History

The topic is far too big to cover in any detail here, but suffice it to say that throughout history charismatic, forceful, ruthless and determined people have been immensely successful at marshaling people to their cause by prosecuting a case.

Sadly not all leaders attract people for noble purposes.  History is full of examples of warped individuals who have attracted and marshalled their followers for evil purposes. For example:

For example:

  • Think Lenin and Stalin and their murderous thugs in 1917.
  • Think Hitler in the 1930’s and beyond.

I currently live in Cambodia.  I’ve studied the history of the country, particularly the period from the 1960’s to the 1980’s.  As a result of massive dysfunction stemming from the effects of the Vietnam War as well as other factors, a leadership vacuum was created in the early seventies.  This culminated in the murderous Pol Pot and his Khmer Rouge taking control of the country by force in 1975.

In the lead up to this forceful takeover of the country ,Pol Pot and the Khmer Rouge accumulated hundreds of thousands of followers and collaborators.  Some of these deluded people were well educated and for a time suspended all powers of rationality and civility; they embraced the Khmer Rouge ground zero ideology with gusto.

Why do people do it?

It’s called the Bandwagon Effect – sane people doing insane things.

Extraordinary Popular Delusions and the Madness of Crowds

“We find that whole communities suddenly fix their minds upon one object, and go mad in its pursuit; that millions of people become simultaneously impressed with one delusion, and run after it, till their attention is caught by some new folly more captivating than the first.”

 In 1841, Charles Mackay published his groundbreaking book, Extraordinary Popular Delusions and the Madness of Crowds.   This book has been called a ‘history of popular folly’.  Fast forward to 2016 and it seems that nothing has fundamentally changed.

Here is Wikipedia’s summary:

“The subjects of Mackay’s debunking include alchemycrusadesduelseconomic bubblesfortune-tellinghaunted houses, the influence of politics and religion on the shapes of beards and hair, magnetisers (influence of imagination in curing disease.”

Do you see any parallels in the modern era?

Commercial Examples of the Bandwagon Effect in Action

Network Marketing and Get Rich Quick Schemes

get rich quick schemes

I’ve led with this one because greed is a primary human motivator, therefore,  ‘entrepreneurs of hope’ will always be with us.  Some of these folk end up promoting networking marketing schemes and the like.  If they’re good at it, they’ll attract a multitude of people seeking fame and particularly, fortune.

An example:

Twenty-five years ago I joined a network marketing program, Herbalife.  I’ll be honest and tell you the primary reason I joined it was because they had recently experienced a sales explosion and loads of people were jumping on board in the hope (forlorn as it turned out) of making their fortune – the new Eldorado.

I remember attending meetings in large hotel rooms – packed to the rafters with people looking to make some easy money.  The bandwagon effect in action.  Alas, the good fortune didn’t last – not long after I joined the wheels fell off due to an investigation into the company by the US Senate.

But the point is that businesses that rely on recruitment to build their business – such as network marketing companies – always aim to create a bandwagon effect.  They understand the psychology of crowds.

Post Xmas Sales

Another example of the bandwagon effect in action: post Christmas sales.  These sales often resemble a feeding frenzy – not a pretty sight.

This statement neatly encapsulates it:

“Don’t stand in the way of a shopper at sale time – it can get ugly’

Stock Market Bubbles and Crashes

We’ve witnessed plenty of stock market bubbles over the years. One of them was the tech bubble in the late 1990’s when it seemed that all and sundry were jumping on board because they didn’t want to miss out.  Predictably many of these naïve folk handed over their money, and did indeed miss out – the market collapsed in 2000.

Property Investment (and Speculation)

When I lived in London in the ‘80’s I was a beneficiary of a hot property market.  It was a frenzy for sure.  I was a mortgage broker at the time, and I all I did was run ads in mortgage magazines.  For a time, the phones rang off the hook.  In fact, my wife and I often fielded calls at 10 pm and later.  Of course, the boom ended – a year later property values dropped by up to half overnight.

Tech Bandwagons

Examples are everywhere.  But the most visible examples I’ve seen go back to the early days of Microsoft Windows when Windows fans would start queueing before midnight hoping they’d be one of the first customers for the new upgrade.

Rational people would say it’s crazy behavior.  After all, it’s only a piece of software, and a boring operating system at that.

windows 95

I’ve given you the example of Microsoft and Windows 95.  It was a fad for sure.  Now, when Microsoft announces a new update, no one sleeps on the street waiting for the shop to open the next morning.  Today their attention has been directed elsewhere.  Enter Apple and the iPhone and iPad.  The last ten years has been a dream run for the tech giant.  But as the mob’s passion cools they will jump onto the next big thing soon, no doubt about it.

Internet Marketing Frenzies

As an affiliate marketer, I was involved in the launch of a new program in 2013.  Because the concept got a lot of people excited it took off like a rocket.  That momentum helped me generate hundreds of thousands of dollars of commissions, in less than 12 months.  Money for jam.

As a long standing online marketer, I’ve seen plenty of internet marketing product launches.  The most successful launches happen when a savvy marketer creates a proposition that’s so irresistible people will gladly pull out their credit card and buy it on the spot.

But great marketers go one step further.  They engineer the sales process to create a buying frenzy even before the product is launched.  Or to put it another way, they create so much pent up demand before launch day that when the digital doors finally open big sales volumes get done.  Some of them sell a million bucks or more, on launch day alone.

Gimme Some of That Irrational Exuberance

Former Federal Reserve Chairman, Alan Greenspan, coined the term ‘irrational exuberance’  to describe the feeding frenzy that was apparent during the dot-com bubble of the 1990’s.

The phrase was given more prominence when Princeton University academic Professor Robert Shiller launched his book of the same name not long before the tech crash of 2000. This book went on to become a best-seller and somewhat of a classic.  In 2005, he published the second edition which focused more on the property bubble.  Once again his predictions proved accurate – the housing bubble burst two years later.

One of the common aspects of all bandwagon phenomena is the lack of objective assessment of downsides by participants.  Shiller neatly made the point  with this quote:

“People still place too much confidence in the markets and have too strong a belief that paying attention to the gyrations in their investments will someday make them rich, and so they do not make conservative preparations for possible bad outcomes.”

Using Fear to Create Bandwagons

In the commercial context, fear can be effectively used to almost compel customers to buy now. Fear of missing out and fear of loss can sometimes create a customer stampede as already discussed in this post – post-Xmas sales, hot tech product launches etc.

As an aside fear can be used to manipulate people to support a particular cause.

Enter stage left the moral entrepreneur.  In the modern era, we see so called moral entrepreneurs promoting their favorite cause and enlisting others to follow them en masse.

One of the techniques they use is to create a moral panic.  Working in cahoots with a compliant media, and also effectively leveraging social media sites like Twitter, these people can quickly whip up a firestorm of moral outrage.

Examples abound – the ice scourge, pedophiles in the community, trafficking (women as victims),  global warming panics, the uncontrolled spread of AIDS, and so on.

The New Gold Rush For You

Even if you start small, you can create your own bandwagon effect. While it may take many months of diligent effort to get momentum, the payoff can ultimately be significant.

gold rush

Prerequisites For Success

Here are some of the attributes or ‘assets’ you need to bring to the table:

  1. Dedicated Commitment.  Look at this as a 12-month project, minimum.
  2. Passion and Vision.  Nothing succeeds like excess – people will coalesce around a leader who has a clear vision for the future and the desire to promote it with relish and gusto.
  3. Excellent Communication Skills.  It goes without saying that integral to the success of this project will be your ability to prosecute your case via both the spoken and the written word.
  4. Ability to Motivate.  Oh yeah, baby, you have to be good at this.  That said, it doesn’t mean you need to have the charisma of a Barack Obama to influence people to follow your lead.

I also suggest that you leverage the internet by employing the following strategies:

  • Blog Strategy.  Used correctly a blog can educate and persuade at the same time.  Use it to win people to your cause, build belief, and generate excitement.
  • Video Strategy.  Creating videos then loading them to your YouTube channel is a smart way to promote brand values, your unique selling proposition (USP), your products/services and your mission.  All essential ingredients for your bandwagon building program.  Incidentally, video content can be easily and quickly created – personal videos rather than slick Hollywood-style productions is the way to go.  Your videos can also be added to your blog.

How to Use The Bandwagon Effect in Your Business

Here are five techniques you can use to create you own bandwagon effect:

1. Create Your Game Plan

Keep it simple, keep it brief.  Your game plan should identify your bandwagon effect objectives and how you plan to reach them.

2. Find a Cause

I’m not necessarily talking about a charitable cause although it is certainly an option.  Your cause could be product or business related.  For example, the cause of improving lives as a result of people becoming your customers.  Another cause could revolve around a crusade to expose dodgy practices in your industry.  The possibilities are almost endless.  One of the central tenets of the bandwagon effect is that people love to be part of something that is bigger than themselves.

Keep in mind that one of the central tenets of the bandwagon effect is that people love to be part of something that is bigger than themselves.  They also like the feel they’re doing good.  Leverage these two motivators for maximum effect.

3. Pick a Trend – the Right One

You know your industry; I don’t.  So, choose a trend in your industry and go all out to attract customers who are following or likely to be motivated by the trend.

4. Roll It Out – Start With One Customer

Rather than freaking out about the seeming size of the task, break it down into manageable bites.  The manageable bite starts with one customer.  That’s it.  We just focus on one customer at a time. The key objective is to transform a mere customer into a solid gold raving fan.

You can acquire raving fans by creating extraordinary customer experiences.  You can’t take shortcuts here – your goal is to delight and amaze your clients which in turn will create the viral effect you need. Call it the ultimate whispering campaign.

Raving fans will create your bandwagon effect.  Raving fans are enthusiastic advocates for you, your products, and your business.

Look at it this way.

The Christian religion started with one leader – Jesus – who in turn attracted/recruited 12 disciples.  This simple act heralded the beginning of the Christian faith.   Today there are 2.2 billion people who profess to be Christian.   But it started with a leader who initially persuaded just one person to follow him.  The rest is history.

5.  Be Relentless and Consistent In Your Messaging

This program requires you to be totally consistent in your messaging.  If your audience detects backsliding and a lack of commitment to the cause, they will drop you faster than a hot potato.

Next Steps For You

Giddyup!  What can I say?  If you like the concept and want to run with it I may be able to help you with a Brainstorming Session.  From there can come your simple game plan.  Good luck!

Next Steps For You

I suggest you select one or two of the strategies listed and make a commitment to implement them.  If you need help let me know

Your Turn – Time to Comment!

What was your biggest takeout from this post?

After reading this post are there any ideas that you will now embrace?

Make a comment below!

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All at no cost to you.  All I ask for in return is a testimonial and the opportunity to build a valuable relationship.

Results matter, so that will be my focus for you – to give you useful ideas you can use straight away.

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19 thoughts on “The Bandwagon Effect in Marketing – How to Use It To Sell Up a Storm”

  1. Hi Kim,

    I savored every word on this post from good old boy Donald to the call to action.

    It is interesting to me how many people love to jump on the bandwagon. I’ve always been hesitant about that. From trends to purchasing just about anything. Maybe it is because I know what’s behind it all lol. Just didn’t want to be a sheep. They called me a rebel in the 60’s. Guess it is what I am made up of.

    Maybe I just like being the “leader of the pack” lol but I have noticed in the past that people do follow trends I’ve put out there.

    I like to do some “teasers” before I roll out with something. Perking up people’s interests. But I always think of one person…not the flock. I know if one comes the others do follow. I also don’t think of how many? Just let it be and it will roll out the way it is supposed to. Like your analogy of Jesus..

    Consistency is the fuel to the fire. Indeed, if we back off for a time, people will drop us like a hot potato.

    What a wonderful article and I thank you,


    1. ha ha Donna

      That’s why I like you – a rebel for sure.

      I’m a bit of a contrarian too – I tend to go in the opposite direction of the crowds. That said, as a marketer sometimes I put my own personal preferences to one side, and chase the dollars. It’s called ‘paying the bills’.

      Great to see you here again


  2. Hi Kim,

    Colorful post!

    Kelli and I enjoyed a kinish and pretzel in front of Trump Towers in NYC last week.

    I looked up at it. Monstrously large, uber flashy building.

    Then I thought of Donald’s career. Starting off with a wealthy day, but still learning the ropes. Growing broke. Losing it all, going bankrupt. Then, becoming a billionaire again. Then, swaying the masses to where he may become the most powerful man in the free world.

    The power of persuasion. The power of getting a handful of folks to believe, biz-wise and politics-wise, then riding that buzz/wave as more people hopped on board.

    The guy gets it. He had a few devout followers, whips ’em up, and the bandwagon effect grows.

    I see this effect a bit with my eBooks.

    Give ’em out for free. Folks 5 star review them – after I ask ’em for 5 star reviews – and goodness, the wave begins to grow.

    We all want to be part of a fun party, riding that bandwagon.

    Awesome stuff Kim. Loved it 😉

    Signing off from sunny NYC.


    1. Yep, you’ve got it, Ryan

      Build your audience with free stuff, and let it fan out from there. The best examples of this approach (I’ve seen) would be Google, Facebook Amazon, and YouTube. Amazing how they created their massive bandwagons before they made a dollar (even though Amazon was charging for their books, they ran up huge losses for more than a decade). Now look at them.

      I love this topic and thanks for contributing to it.


  3. Really awesome and well-written post. I also like the new theme! I also admire Donald Trump, it seems like nowadays the cool thing to do is to hate on him, but if you analyze his speeches and behavior, it’s really cool to see how he creates such an emotional impact. The point about finding one customer is spot on too. If you find one, chances are good that you’ll find more. Thanks for taking the time to write this detailed article for us!

    1. Hey thanks Timothy

      Whether Trump is for high office or not, one thing is certain – he knows how to create a bandwagon. Amazing really. We’re also seeing the same thing happen to one of his opponents (on the Democrat side) in Bernie Sanders. Both of these guys are riding a wave, helped along by good timing – grievances are rife in the US right now. I’m not a fan of either but it’s fascinating to watch crowd behaviour, for sure.

      Thanks for your comment


  4. Hi Kim,

    Fascinating post – if a little scary!

    I have seen mega-launches of online businesses in past, or rather pre-launches. Some of them had tens of thousands jumping on the band-wagon to register before launch date, and then on launch date, when the servers stopped crashing, and people were expected to put their hands in their pockets and their money where their mouth was – they disappeared. Human curiosity and, as you say, fear of missing out.

    I’m watching the American election with amazement, but at a distance. We have our own confusion to occupy us here in the UK as we “decide” whether to stay in the EU or leave.

  5. You look at the two extreme ends of the spectrum – Sanders and Trump, and you’ve got to admire how they’ve used this effect to gather a following. Love them or hate them, either way they are getting a ton of attention, and those that do support those viewpoints are hopping onboard in mass.

    Where I’m at locally, north of Seattle in Washington, the big bandwagon is with Sanders, especially with my agegroup. I’m still amazed how powerful this effect is. I’ve seen people totally switch their political “views” around and become raging diehard fans while hardly actually paying attention to what he’s saying. In fact, I know I could ask quite a few people about his view on certain issues and they wouldn’t be able to answer.

    I try not to involve politics in business too much but the reality is that it’s so abundantly clear in this area you can’t ignore it.

    I think a lot of people have really strong opinions or ideas that they aren’t comfortable sharing until they are validated for somebody else. I’ve made a lot of bold claims in the past – before we met I was notorious for criticizing the way colleges here operate. Turns out a lot of people felt the same – and more and more people started vocalizing it.

    When there’s something this powerful available we need to make the most out of it that we can for our businesses. Great article Kim!

    1. I reckon we can learn a lot from the respective Democrat and Republican campaigns at the moment, James. The bandwagon effect writ large for sure. From afar I look at the Sanders and Trump campaigns and ask myself ‘why on earth would people vote for either of these candidates?’ But that’s the rational, objective me asking the question. The reality is that most of these people are anything but rational. They had grievances and two ‘political entrepreneurs’ were smart enough to exploit said grievances. It’s fascinating for sure.

      Reminds me of the old business saying ‘to make money you find a need and fill it’

      Interesting what you said about “I think a lot of people have really strong opinions or ideas that they aren’t comfortable sharing until they are validated for somebody else”. Exactly. People will not voice their grievance until alpha leaders – the moral entrepreneurs – put themselves forward and start campaigning for change. When that happens lots of followers will come out of the woodwork.

      Possibly the most effective exploiters of grievance in the modern era are religious entrepreneurs in the muslim world. They have been super effective at magnifying and exploiting grievances amongst young alienated muslims.

      Thanks James


  6. Hey Kim,
    such an indepth and awesome post. I like what you addressed here about the ‘Bandwagon’ as most people live their lives through this design. It starts at a young age where children know what they want and parents tell them the opposite( I am guilty of this at times with my own children) so by the time they are adults, they have been TRAINED to follow the masses.

    Lost sheep always need a wolf. We tell our children to be their own wolf, don’t be a sheep.
    You only have to look at the news(which I never like it when it is on) as a former brainwashing. And whenever I do turn the T.V on to watch something interesting like a nature show with David Attenborough or a cooking show and there is only CSI this and CSI that and murder this and murder that, it shows you again where the mass consciousness is at.

    So good to be different and stand on our own.
    I love that you brought this to light about BANDWAGON stuff.
    It’s like my friend Abraham-hicks says-Birds of a feather will flock together!
    People do get caught up in the frenzy of excitement of buying I guess because in the moment they feel that something life changing is happening to them and for some I am sure it is for some of them.
    People will always want to gather with what rings their bells.

    Great post Kim-Jennifer

    1. Hi Jennifer,

      I like your little thing about sheep and wolves.

      Most people are sheep, no doubt. They’re used to being herded and bossed around. Baa Baa!

      Only a few are leaders – they’re the ones who marshall the sheep. They use bandwagon producing methods of course.

      The good news is that we can use some of these techniques to create our own mini bandwagons in our businesses. People are looking for leaders who can show them a better way.

      Thanks for dropping by, Jennifer


  7. Hi Kim

    Things are rocking here at Ninja Towers too – it’s not all Donald’s party.

    I went through this post with a fine tooth comb. Once I homed in on the Charles Mackay quote at the beginning I was in. This is the magic to which we all allude so often.

    I was also in Herbalife a few moons back, and spotted the bandwagon back then, but couldn’t quite see how we get them all seated comfortably. In fact have I jumped on a few of them since then, before I finally realised I needed my own.

    You have given so much value in this post, thank you. It’s stuff that people out there are still charging for. That’s because people don’t have a ‘the best is yet to come’ policy.

    One thing that I have definitely taken from this post, is that you have underscored the conclusion I have come to recently, which is that we only need one ‘solid gold raving customer’ (love that) to work on one at a time till they shine. So I will be focussing in this way for a while now. I already employ two core strategies now (as opposed to 9 when I started)

    The vast numbers of sizzling cold leads and the cascades of frothy traffic approach is way too unwieldy for me. Four or five ‘solid gold raving fans’ will do most of the work in the longer term. (or 12 if you’re starting a cult I suppose).

    Thanks for verbalising the Bandwagon Syndrome so clearly for us. A great post.

    Best wishes

    1. Another enlightening comment from you, Richard

      I too have chased the quick cash merchants with their seductive messages of hope and future riches. (Perhaps I became one of them too.) Truth be told I have made more money than 97% of online marketers, but you know something? It’s a hollow existence. It’s also transitory with little or no income sustainability. In a way it’s like being unemployed every Monday.

      My preference now is to work with small groups of people – together we can create some magic.

      And I’ve always been suspicious of cults, whether religious, political or commercial. It’s ok to fall in behind leaders, but when people’s
      powers of critical analysis and evaluation are abandoned, that’s when I worry

      Thanks again, Richard


  8. Hello Kim Willis,

    This is awesome stuff 🙂

    Donal Trump is a motivated leader. The things put in forward is some what strike the people

    Thank you for writing such an informative post for us.
    Happy Blogging.
    Shantanu sinha

  9. Hi Kim,

    Wonderful post indeed 🙂

    You’re absolutely right about the group psychology and the bandwagon effect. While you’ve mentioned the leaders with evil purposes, one I’m sure you could count in for good purpose is Mahatma Gandhi. As a leader, you need to know the pulse of the people. I guess there can be many reasons why people love to follow rather than like to lead. Nevertheless, the herd instinct is a primitive instinct and you find that in almost all animals.

    More so, people do want to lose their reason at times. As you mentioned, they look for easy and quick solutions to their problems. People join the crowds mistakenly thinking that one can fool one person but not many people at a time. But it’s not always true because at times its a good decision or valuable investment and going with the crowd pays. So, people like to take the risk and be the early movers to reap most rewards if it works. And people do not want to miss out as you pointed. People hang on to the “if”, which is like a lottery, and take their chances. People jump in to try their luck and why not if it’s not costing you much. It’s up to the leader or the marketer to convince to fully convert them – the seed or spark is already there.

    People like to be early movers or adaptors because it’s better to be at the start of the pipe rather than it’s end, which is quite true and logical. Many want to be among the firsts and later boast of it, and people love to be a part of a revolution and experience something new.

    You’ve presented some great ideas for using the bandwagon effect in business. Picking up the trend is a big one. It’s not only that but also the timing and how you do it. The other thing is to be relentless and consistent in your messaging. If you’re consistent, confidence, and convincing, you can really create a storm.

    Thanks for sharing. Have a nice week ahead 🙂

    1. You’ve included some absolute gems here, Harleena.

      My favs include:

      1. It’s better to be at the start of the pipe rather than its end
      2. The other thing is to be relentless and consistent in your messaging.
      3. If you’re consistent, confidence, and convincing, you can really create a storm.

      You’re also right about Mahatma Gandhi. I remember learning about him at school. A formidable leader who created not just a bandwagon but a movement. He was the catalyst for profound and positive change for India. Yet through all the turmoil of that period, he was an avowed pacifist. Remarkable.

      I love your comment, Harleena


  10. Thank for sharing some mighty powerful insights Kim!

    And you are so spot on!

    This is such an evergreen subject, that just like sports leagues, the individual
    heroes & villains will come and go,but the overall theme will remain the same!

    Bubbles of all sorts, will always be with us, because no matter what, some people
    simply will not and do no learn anything from history!

    And god or bad, right or wrong, there will always be men & women, be it in politics or
    the boardroom, that will whip a certain segment of the population, into a temporary
    feeding frenzy!LOL!

    Your post has done an excellent job, pointing out several examples throughout history!

    Great job! This was an awesome read!

    1. Thanks Mark, for your kind and helpful comments

      You’re right; Bubbles will always be with us. Humans are essentially pack animals so will follow strong leaders, some of whom have evil intentions.

      The main thing is for us to create mini bandwagons in our businesses, one customer at a time.

      Thanks, Mark!


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