Living Language: The Accent is on You. Random House, 2012

You’re outspent by your largest competitor 70 to1. How do you compete? Well, unlike Rosetta Stone, you don’t advertise to the whole world. You find your niche, and meet them where they live. We found Enrichment Enthusiasts — people who love content, are sophisticated and want to discover and experience life. And we channeled our marking dollars to the social media platforms they prefer. And you start a bit of buzz by taking over select New York City streets with a Living Language Food Truck that let’s our target experience the richness of foreign culture, just like Living Language.