Being able to turn pain into profit is the true art of marketing.

Here, Seth Godin speaks to the Grandfather of entrepreneurs Richard Branson on how he turned the theft of stylish pepper shakers on Virgin Atlantic flights into a great marketing ploy, while also setting a decision-making example to his staff.

* The American Express OPEN Forum doesn’t offer an external video embedding option, so you’ll need to watch this on their site by clicking on the image below.

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