In 1999, a little-known startup called Half.com needed attention—but couldn’t afford ads. So they made a wild offer to a real town in Oregon: rename yourself “Half.com, Oregon” for one year. The 300 residents agreed. In return, they got $110,000, 20 school computers, and a new town website. The story exploded. The New York Times, NPR, and the Today Show all covered it. Within six months, eBay bought Half.com for $300 million. The genius wasn’t the money—it was the method. Instead of buying media, they became the story. One clever, newsworthy move created national reach without a single ad dollar wasted. Today’s Move: Find one angle in your business that could earn attention, not just buy it. Package it so it makes journalists—and customers—want to share it. Send us a text
