Developing expertise or assets that are not easily copied is essential; otherwise you're just a middleman.
The publisher is a middleman, he calls the tune to which the whole rest of the trade dances; and he does so because he pays the piper.
I like to think of myself as the middleman between Fred Allen and Henny Youngman.
The key is to cut out the middleman and empower both doctor and patient with information about what things cost.
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