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JEFF GREEN learned about marketing the hard way. In his late teens he was sent to Ventura, on the Californian coast, as a Mormon missionary. He spent 12 hours a day knocking on people’s doors, mostly to have them slammed in his face. His sales pitch was hardly compelling on the bikini-loving west coast, but as he tells Schumpeter: “If you can convince people to give up premarital sex, 10% of their income, no more alcohol, no more smoking or coffee or tea,
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