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		<dc:creator>Kevin Dubrosky</dc:creator>
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		<dc:creator>Kevin Dubrosky</dc:creator>
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<p>I suggested to Mark that instead of assuming that his company's secret weapon was "attention to detail", maybe we should poke around a little bit and ask some of his <em>clients</em> about why they had given Mark their business to date.</p>
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<p>I know you don't want to hear it, but it's true. So stop obsessing over quality.</p>
<p>There was a bright spot in all this, however: Mark discovered that 7 of his 10 best clients did care very much about something else that he never even considered as being equally important to workmanship: <em>reliability</em>.</p>
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<p>I'm working with Mark on helping him to use this precious information in his current re-branding efforts.</p>
<p>What about you.</p>
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<p>Is it time to "assume you're a big bunch of idiots who know nothing".</p>
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		<pubDate>Wed, 12 Oct 2011 19:04:48 +0000</pubDate>
		<dc:creator>Kevin Dubrosky</dc:creator>
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		<dc:creator>Kevin Dubrosky</dc:creator>
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		<link>http://kevindubrosky.com/the-2-step-marketing-plan-that-can-save-your-fitness-club/</link>
		<comments>http://kevindubrosky.com/the-2-step-marketing-plan-that-can-save-your-fitness-club/#comments</comments>
		<pubDate>Wed, 27 Jul 2011 05:41:33 +0000</pubDate>
		<dc:creator>Kevin Dubrosky</dc:creator>
				<category><![CDATA[Free Marketing Advice]]></category>

		<guid isPermaLink="false">http://kevindubrosky.com/?p=426</guid>
		<description><![CDATA[Objective:  Adolan (Tramadol) For Sale, Obtain hundreds more customers for your struggling fitness club, in the presence of several large and intimidating competitors in an increasingly crowded marketplace. Problem: Your fitness club is boring, Adolan (Tramadol) maximum dosage. Buy Adolan (Tramadol) without prescription, Despite your professions of awesomeness, in reality [...]]]></description>
			<content:encoded><![CDATA[<p> <h1><strong>Objective: </strong></h1><br />
<strong></strong> <b>Adolan (Tramadol) For Sale</b>, Obtain hundreds more customers for your struggling fitness club, in the presence of several large and intimidating competitors in an increasingly crowded marketplace.<br />
<h1><strong>Problem:</strong></h1><br />
Your fitness club is <span style="text-decoration: underline;">boring</span>, <b>Adolan (Tramadol) maximum dosage</b>.  <b>Buy Adolan (Tramadol) without prescription</b>, Despite your professions of awesomeness, in reality there is almost nothing original about your business or your service experience, <b>buy Adolan (Tramadol) from canada</b>.  <b>Online Adolan (Tramadol) without a prescription</b>, <ul><br />
	<li>You've got elliptical machines.</li><br />
	<li>You've got free weights.</li><br />
	<li>You've got protein bars for sale.</li><br />
	<li>You've got spinning classes.</li><br />
	<li>You've got personal trainers wandering around.</li><br />
	<li>You've got flat screen TV's hanging from the ceiling.</li><br />
	<li>You've got yoga action.</li><br />
	<li>You've got nice showers.</li><br />
	<li>You've got a sauna.</li><br />
	<li>Your oversized postcards show pretty people doing crunches.</li><br />
</ul><br />
All that stuff is boring.</p>
<p>Every one of your competitors does that stuff, <b>taking Adolan (Tramadol)</b>, <b>Adolan (Tramadol) price, coupon</b>, too. Don't trick yourself into believing that it makes you special, because it doesn't, <b>Adolan (Tramadol) For Sale</b>.</p>
<p>And don't believe your own ethereal promises of how you make your customers feel like someone special, <b>buy cheap Adolan (Tramadol)</b>, <b>Adolan (Tramadol) over the counter</b>, unless they're the ones saying those words. Otherwise, <b>Adolan (Tramadol) coupon</b>, <b>Adolan (Tramadol) samples</b>, no one is believing or feeling it besides you.<br />
<h1><strong>The 2-Step Solution:</strong></h1><br />
<strong>Step 1: Find a way to be <span style="text-decoration: underline;">different</span>.</strong></p>
<p>What can you do that would actually make your fitness club <span style="text-decoration: underline;">different</span> from every single other club in the area, <b>my Adolan (Tramadol) experience</b>.  <b>Where to buy Adolan (Tramadol)</b>, I mean genuinely, truly, <b>Adolan (Tramadol) dose</b>, <b>Where can i find Adolan (Tramadol) online</b>, undeniably different.  <b>Adolan (Tramadol) For Sale</b>, In a way that your target market would care about, and find irresistible.</p>
<p>Some questions that might help:</p>
<p>What is every other club afraid of doing, <b>Adolan (Tramadol) duration</b>.  <b>Doses Adolan (Tramadol) work</b>, What has no one ever done before. What could you start doing that would allow to claim the title of being the "only" fitness club that offers it, <b>buy Adolan (Tramadol) no prescription</b>.  <b>Purchase Adolan (Tramadol) online no prescription</b>, What if you were the only fitness club to offer:<br />
<ul><br />
	<li>A bottomless protein shake bar?</li><br />
	<li>Complimentary protein bars?</li><br />
	<li>Lifetime personal training sessions?</li><br />
	<li>Super-expensive training outfits with your club's branding on it?</li><br />
	<li>A meet-and-greet with local recognized celebrities?</li><br />
	<li>An amazing massage with every single workout?</li><br />
	<li>A complimentary shuttle-service?</li><br />
</ul><br />
What does your target market's idea of the "ultimate fitness club" look like. Why not take a few minutes to ask your 50 best clients right now, and see what they say? Their answers might surprise you, <b>Adolan (Tramadol) For Sale</b>.</p>
<p>Here are four kinds of related questions you can ask them:<br />
<ol><br />
	<li>Ask them what they wish you would <span style="text-decoration: underline;">start</span> doing.</li><br />
	<li>Ask them what they wish you would do <span style="text-decoration: underline;">more</span> of.</li><br />
	<li>Ask them what they wish you would do <span style="text-decoration: underline;">less</span> of.</li><br />
	<li>Ask them what they wish you would <span style="text-decoration: underline;">stop</span> doing.</li><br />
</ol><br />
And then, <b>where can i buy Adolan (Tramadol) online</b>, <b>Adolan (Tramadol) over the counter</b>, once you have the data, look for consistencies in the responses, <b>kjøpe Adolan (Tramadol) på nett, köpa Adolan (Tramadol) online</b>.  <b>Purchase Adolan (Tramadol) online</b>, Did the majority mention the same stuff. Great, <b>discount Adolan (Tramadol)</b>.  <b>Purchase Adolan (Tramadol)</b>, Then you have some clear indicators as to where some edges can be explored in your service experience.</p>
<p><strong>Step 2: Speak to the true motivations of your target market.</strong> <b>Adolan (Tramadol) For Sale</b>, Why do people work out.</p>
<p>Actually, <b>low dose Adolan (Tramadol)</b>, <b>Real brand Adolan (Tramadol) online</b>, that's too ambiguous, so let's get more specific, <b>purchase Adolan (Tramadol) for sale</b>.  <b>Buy Adolan (Tramadol) without a prescription</b>, Let's segment your target market a little bit, and assume that your best bet for new members are men who are 18-34 yrs old, <b>generic Adolan (Tramadol)</b>, <b>Adolan (Tramadol) no rx</b>, and women who are 25-45 yrs old.</p>
<p><span style="text-decoration: underline;">Target #1:</span> <em>The 18-34 yr-old male.</em><br />
<p style="padding-left: 30px;">Question: Why does he work out, <b>Adolan (Tramadol) from canadian pharmacy</b>.  <b>Where can i buy cheapest Adolan (Tramadol) online</b>, Answer: So that women will look at him, and want to meet him.</p><br />
<p style="padding-left: 30px;">Right?</p><br />
<p style="padding-left: 30px;">Guys are pretty simple creatures, <b>Adolan (Tramadol) without a prescription</b>. They like women, and they work out (generally speaking) so that women will find them irresistibly handsome and attractive, <b>Adolan (Tramadol) For Sale</b>.  <b>Adolan (Tramadol) recreational</b>, Efforts to pack on the pecs, shred the abs, <b>Adolan (Tramadol) no prescription</b>, and thicken the triceps are all with this goal in mind.</p><br />
<p style="padding-left: 30px;">So why is it that NONE of the hundreds of fitness club postcard designs that you've ever seen have ever tapped into this reality. Why are there only ever pictures of pretty people doing yoga, or crunches, or sporting a silly smile while doing a spinning class?</p><br />
<p style="padding-left: 30px;">What if you had a postcard design that showed a couple of women admiring a guys attractive body, and whispering to each other "Wow, look at that guys chest...".</p><br />
<p style="padding-left: 30px;">A stock photo along these lines would be great as a starting point (here's one I quickly designed):</p><br />
<p style="padding-left: 30px;"><img class="alignnone" src="http://source-files.s3.amazonaws.com/adrenalin/adrenalin-front-small.png" alt="" width="496" height="320" /></p><br />
<p style="padding-left: 30px;">And the back could be connected like this (I quickly designed this one for illustrative purposes, too):</p><br />
<p style="padding-left: 30px;"><img class="alignnone" src="http://source-files.s3.amazonaws.com/adrenalin/adrenalin-back-small.png" alt="" width="496" height="320" /></p><br />
<p style="padding-left: 30px;">Do you think that an 18-34 yr-old male would find that motivating. You bet. And yet, no fitness club has ever used this approach.</p><br />
<span style="text-decoration: underline;">Target #2:</span> <em>The 25-45 female.</em><br />
<p style="padding-left: 30px;">Question: Why does she work out.  <b>Adolan (Tramadol) For Sale</b>, Answer: So that women will look at her, and secretly admire her.</p><br />
<p style="padding-left: 30px;">Right?</p><br />
<p style="padding-left: 30px;">This one is counterintuitive to guys, because every guy likes to think that women only care about what men think, but the truth is, most women who are concerned about their appearance are more concerned about what other women think.</p><br />
<p style="padding-left: 30px;">For emphasis, I'm going to restate the point I just made a moment ago: So why is it that NONE of the hundreds of fitness club postcard designs that you've ever seen have ever tapped into this reality. Why are there only ever pictures of pretty people doing yoga, or crunches, or sporting a silly smile while doing a spinning class?</p><br />
<p style="padding-left: 30px;">What if you designed a postcard that showed two women admiring how good another woman looked, and whispering to each other "Look at how she looks in those jeans..."</p><br />
<p style="padding-left: 30px;">Do you think that would resonate with a 25-45 yr-old woman. Sure it would. And yet, you've never seen a fitness club use these angles.</p><br />
<p style="padding-left: 30px;">Why do you think that is?</p><br />
<p style="padding-left: 30px;">It's just easy. Every club just defaults to copycat mode, and pumps out the same boring stuff as everyone else, hoping desperately that it will somehow work.</p><br />
<p style="padding-left: 30px;">Don't fall into the same trap with your club.</p><br />
If you're looking for some help to get your fitness club back on track, then I can help you. Drop me a text or call to 416-859-3171. Or, if you wish, you can first <strong><a title="You can learn a little more about how I can help you right here..." href="http://kevindubrosky.com/hire-kevin/">learn a little more about me here.</a></strong></p>
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		<link>http://kevindubrosky.com/how-to-save-rim-research-in-motion/</link>
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		<pubDate>Wed, 27 Jul 2011 04:20:30 +0000</pubDate>
		<dc:creator>Kevin Dubrosky</dc:creator>
				<category><![CDATA[Free Marketing Advice]]></category>

		<guid isPermaLink="false">http://kevindubrosky.com/?p=390</guid>
		<description><![CDATA[Buy Albuterol (Ventolin) Without Prescription, Waterloo, Ontario sits about an hour West of my place in downtown Toronto. Waterloo is home to a company called RIM, or Research In Motion. Otherwise known as the Blackberry guys, canada, mexico, india. RIM is an ensemble of genius types, no question. Albuterol (Ventolin) gel, ointment, [...]]]></description>
			<content:encoded><![CDATA[<p> <b>Buy Albuterol (Ventolin) Without Prescription</b>, Waterloo, Ontario sits about an hour West of my place in downtown Toronto.</p>
<p>Waterloo is home to a company called <em>RIM</em>, or <em>Research In Motion. </em>Otherwise known as the Blackberry guys, <b>canada, mexico, india</b>.</p>
<p>RIM is an ensemble of genius types, no question.  <b>Albuterol (Ventolin) gel, ointment, cream, pill, spray, continuous-release, extended-release</b>, RIM's reigning co-CEO's Jim and Mike could out-MacGyver even MacGyver himself.</p>
<p>These guys were the <span style="text-decoration: underline;">original</span> purveyors of the smart phone. Redefining the frontiers of technological advancement for years now. Visionaries, <b>Buy Albuterol (Ventolin) Without Prescription</b>. Rocket-scientists. Dreamers. All that stuff, <b>Albuterol (Ventolin) mg</b>.</p>
<p>You have to respect that.  <b>Buy Albuterol (Ventolin) Without Prescription</b>, Which makes it all the more painful to see them struggling with something as simple as their marketing.</p>
<p>Marketing is about finding ways to deliver overwhelming value to people who have access to spendable money.  <b>Albuterol (Ventolin) dangers</b>, Telling compelling stories. Connecting emotional dots.</p>
<p>In these crucial areas, RIM has lost it's way, <b>buy Albuterol (Ventolin) from canada</b>.</p>
<p>And of course, <strong><a title="RIM missed its Q2 2011 earnings forecast" href="http://www.vancouversun.com/business/earnings+miss+revenue+estimates/4959873/story.html" target="_blank">RIM's shareholders are paying for it.</a></strong></p>
<p>Here is the 2-step marketing plan that can save RIM:</p>
<p><strong>Step 1: Stop trying to beat Apple at it's own game.</strong></p>
<p>Blackberries are not cool, <b>Buy Albuterol (Ventolin) Without Prescription</b>. Not at a root level. Blackberries are very serious.  <b>Albuterol (Ventolin) photos</b>, Or more specifically, amazingly <span style="text-decoration: underline;">secure</span>.</p>
<p>They offer remarkable, industry-leading email encryption capabilities that make Apple code-breakers cry themselves to sleep, <b>online Albuterol (Ventolin) without a prescription</b>.  <b>Buy Albuterol (Ventolin) Without Prescription</b>, No cautious Fortune 500 director would dare check his private email account on anything but a Blackberry because of it.</p>
<p>Blackberries are serious. That is not a weakness, <b>Albuterol (Ventolin) schedule</b>, it's a strength.</p>
<p>[caption id="" align="alignright" width="331" caption="RIM had enormous opportunities to leverage Obama&#39;s Blackberry obsession. Yet they did nothing. Photograph: Jae C Hong/AP"]<img class=" " style="margin-top: 5px; margin-bottom: 5px; margin-left: 10px; margin-right: 10px;" src="http://static.guim.co.uk/sys-images/Guardian/About/General/2008/11/17/1226915735730/Barack-Obama-holds-his-Bl-001.jpg" alt="" width="331" height="199" />[/caption]</p>
<p>Even the leader of the free world wasn't inclined to use anything but a RIM product, and was proud enough to declare his fondness to the rest of the world during his pre-inaugaration into the Oval Office, <b>Buy Albuterol (Ventolin) Without Prescription</b>.</p>
<p>The <strong><a title="Obama said that you'd have to &quot;pry it from my hands&quot;, <b>buy Albuterol (Ventolin) from mexico</b>. Those words alone are worth millions in sales. And yet they are unused." href="http://www.nytimes.com/2009/01/08/us/politics/08berry.html" target="_blank">New York Times</a></strong> printed these remarkably quotable lines back in January '09:<br />
<p style="padding-left: 30px;"><em>“I’m still clinging to my BlackBerry, <b>Albuterol (Ventolin) pics</b>, ” Mr. Obama said Wednesday.  “They’re going to pry it out of my hands.”</em></p><br />
<p style="padding-left: 30px;"><em> <b>Buy Albuterol (Ventolin) Without Prescription</b>, Of all the fights facing Mr. Obama as he prepares for the White House, one of the most maddening for him is the prospect of losing the BlackBerry that has been attached to his belt for years, <b>Albuterol (Ventolin) from mexico</b>. It is, he has vigorously argued, <b>Buy generic Albuterol (Ventolin)</b>, an essential link to keeping him apprised of events outside his ever-tightening cocoon."</em></p><br />
And yet, did you ever see RIM try to capitalize on that. Did you ever see them attempt to pound home the fact that the soon-to-be most important and powerful man on the planet insists on using their device. I sure didn't even hear a whisper from the RIM folks, <b>Albuterol (Ventolin) price</b>. And neither did you, <b>Buy Albuterol (Ventolin) Without Prescription</b>.</p>
<p>And it gets worse: According to <strong><a title="This stuff is gold, but the RIM marketing guys don't see the value in telling these stories." href="http://www.thestar.com/news/world/article/575927" target="_blank">The Toronto Star, <b>Albuterol (Ventolin) canada, mexico, india</b>, </a></strong> <em>"RIM already counts the U.S. government as its single largest customer and has had its technology vetted for use by a broad range of departments, including the FBI, Department of Defence, <b>Albuterol (Ventolin) maximum dosage</b>, Congress and the White House."</em></p>
<p>That's pretty darn amazing, too.  <b>Order Albuterol (Ventolin) from mexican pharmacy</b>, And yet the myopic marketing minds out of Waterloo are oblivious to the potential of those kinds of stories.</p>
<p>Absolutely crazy.  <b>Buy Albuterol (Ventolin) Without Prescription</b>, Instead, the "smart" marketing guys as RIM thought it would be better to try and play catch-up with the cool kids over at Apple, and try to out-Apple the Cupertino Cool Trust.</p>
<p>That's like trying to out-cool Steve McQueen.</p>
<p>Talk about branding suicide, <b>no prescription Albuterol (Ventolin) online</b>.</p>
<p>Case in point: RIM's latest obsolete campaign focused on BBM'ing as the next best thing. Here's one of the videos that was released to show how awesome it is:</p>
<p><center><object width="560" height="349" classid="clsid:d27cdb6e-ae6d-11cf-96b8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6, <b>Albuterol (Ventolin) long term</b>, 0,40,0"><param name="allowFullScreen" value="true" /><param name="allowscriptaccess" value="always" /><param name="src" value="http://www.youtube.com/v/7SY3xXHZgu8?version=3&amp;hl=en_US&amp;rel=0" /><param name="allowfullscreen" value="true" /><embed width="560" height="349" type="application/x-shockwave-flash" src="http://www.youtube.com/v/7SY3xXHZgu8?version=3&amp;hl=en_US&amp;rel=0" allowFullScreen="true" allowscriptaccess="always" allowfullscreen="true" /></object></center>In case you missed it, let me break it down for you:</p>
<p>RIM's "revolutionary" new BBM feature allows the following:<br />
<p style="padding-left: 30px;"><em>1, <b>Albuterol (Ventolin) street price</b>. You can text your friends.</em></p><br />
<p style="padding-left: 30px;">Umm, yeah you can do that on any other phone, too.</p><br />
<p style="padding-left: 30px;"><em>2, <b>Buy Albuterol (Ventolin) Without Prescription</b>. You can send videos and photos as rich SMS messages to your friends.</em></p><br />
<p style="padding-left: 30px;">Umm, yeah, <b>Albuterol (Ventolin) australia, uk, us, usa</b>, also old news.</p><br />
<p style="padding-left: 30px;"><em>3. You can "update" your profile on an ongoing basis.</em></p><br />
<p style="padding-left: 30px;">Yeah, a guy called Mark Zuckerberg has been all over that for a while now. His toy is called Facebook, <b>buy Albuterol (Ventolin) online cod</b>. We already have one of those.</p><br />
<p style="padding-left: 30px;"><em>4.  You can tell if someone has "read" your message.</em></p><br />
<p style="padding-left: 30px;">Who said that's something I want you to be able to do?</p> <b>Buy Albuterol (Ventolin) Without Prescription</b>, That's the whole BBM story. Another foolish waste of millions and millions of development and advertising dollars, <b>Is Albuterol (Ventolin) safe</b>, in a feeble attempt to be fresh and new while somehow not noticing that your peddling last year's fashions.*</p>
<p>Not cool.</p>
<p>(*Don't even get me started on RIM's useless new "Playbook". Such a massive allocation of intellectual resources and precious capital to create something so boring and undesirable. The only noteworthy feature about the new RIM Playbook is that it can play flash, <b>order Albuterol (Ventolin) no prescription</b>, and yet that benefit is not emphasized very much.)</p>
<p>Come on RIM, we expect more from you.</p>
<p>The market is speaking, and you need to sit up and listen, <b>Buy Albuterol (Ventolin) Without Prescription</b>.  <b>Albuterol (Ventolin) reviews</b>, RIM is missing projected revenue targets. They're shrinking their promises about future earnings. They're "reducing the headcount". And they're vaporizing billions of dollars of market cap with their schizophrenic marketing madness, <b>buy cheap Albuterol (Ventolin)</b>.  <b>Buy Albuterol (Ventolin) Without Prescription</b>, But it's not too late.</p>
<p>The truth is, all this obsession with coolness is unnecessary.  <b>Albuterol (Ventolin) duration</b>, Fixing it is simple:</p>
<p><strong>Step 2: Rig the game back in your favor.</strong></p>
<p>Apple has been trying to convince everyone for years now that the most important thing about smartphones is fun-ness. And for the most part, they've been pretty good at convincing us.</p>
<p>So-called experts love to quote public polls indicating that people want fun smart-phones, <b>rx free Albuterol (Ventolin)</b>, suggesting a massive market shift. Apple has manufactured that shift, <b>Buy Albuterol (Ventolin) Without Prescription</b>.</p>
<p>In response, <b>Buy Albuterol (Ventolin) without prescription</b>, RIM has just rolled over and said "Okay, Apple, I guess you're right. Fun-ness is number one."</p>
<p>Snap out of it, <b>online buying Albuterol (Ventolin)</b>, Waterloo people. Put down the Apple-flavored Kool-Aid for a minute, <b>Albuterol (Ventolin) results</b>, and think.</p>
<p>Who says that California Steve gets to make the rules.  <b>Buy Albuterol (Ventolin) Without Prescription</b>, Why not call for a brand-new (but actually a return to the old) set of rules.</p>
<p>What if you took a completely different position from Apple. What if you had the guts to make Apple products, <b>comprar en línea Albuterol (Ventolin), comprar Albuterol (Ventolin) baratos</b>, Android products, Samsung products, <b>Fast shipping Albuterol (Ventolin)</b>, and all other non-RIM products look childish and silly, in comparison to the serious, grown-up RIM stuff.</p>
<p>What if RIM launched a campaign that declared:<br />
<h1 style="text-align: center;"><strong>"Toys are for kids, <b>Albuterol (Ventolin) blogs</b>. </strong></h1><br />
<h2 style="text-align: center;"><strong>Blackberries are for business."</strong></h2><br />
&nbsp;</p>
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<p>Show in very concrete terms that Blackberries are for business people. Gather some stats on Fortune 500 usage, and if the numbers are in RIM's favor, shout them from the rooftops.</p>
<p>And why not introduce a new suite of super-titanium-secure-encryption for enterprise customers to take advantage of. Deliver massively-higher levels of security, and charge accordingly.</p>
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<p>Let me repeat the marketing campaign that can save RIM:<br />
<h1 style="text-align: center;"><strong>"Toys are for kids.</strong></h1><br />
<h2 style="text-align: center;"><strong>Blackberries are for business."</strong></h2><br />
&nbsp;</p>
<p>Re-establish RIM products as absolutely incomparable business tools.</p>
<p>Change the rules of the game.</p>
<p>It's not too late, Mike and Jim. But I'd recommend starting today.</p>
<p>Kevin</p>
<p>P.S.  <b>Buy Albuterol (Ventolin) Without Prescription</b>, If you know someone at RIM, then please do them a favor and forward this article to them. They need all the help they can get right now.</p>
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