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This means that our outward-facing marketing and PR efforts are needed simply to reach out to and capture, at the beginning, a group of highly interested, loyal, and fanatical users. Then we grow with and because of them. If they are geeks, they are at TechCrunch or Hacker News or reddit or attending a handful of conferences every year. If they are fashionistas, they are regularly checking a handful of fashion blogs like Lookbook.nu or Hypebeast.
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Ryan Holiday (Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising)