The Question Everybody Refuses to Answer
A swimming pool installer nearly went under in 2008, then built the most visited pool website in the world by writing the one article his entire industry had agreed not to write.
In the winter of 2008 a fibreglass pool company in Virginia was in serious trouble. Customers who had signed contracts were asking for their deposits back, three of them in a single day, and the company did not have the money to return.
What Marcus Sheridan did next has been written about many times since, usually as a story about blogging. It is not really about blogging. It is about a decision that every business in every industry can copy on a Tuesday afternoon, and which almost none of them will.
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