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CHAPTER 6 / MUST YOU INVENT? A POX ON CREATIVITY78 NO B.S. Guide to Succeeding in Business by Breaking All the Rulesfor any original ideas. We get paid for creating profitable results%u2014and nobody cares if we produced those results by originality and invention or just dogged implementation.He Is Annoying and He Is a Thief, but He Gets ResultsI have dubbed a longtime private client of mine, Parthiv Shah, %u201cmy annoying little Indian.%u201d He is quite small. He is from India. And he is annoying. I am far from alone in that last judgment. I call him this affectionately.Having attention called to him by my pointing him out at seminars from the stage or in my newsletters has brought him a lot of clients and made him a lot of money. I%u2019m afraid he now deliberately tries to annoy me so I won%u2019t forget to identify him as MY annoying little Indian. As if.Parthiv owns several terrific companies, including eLaunchers.com and, specific to dentistry, SellMoreImplants.com. For these companies, he has %u201cstolen%u201d and continues to %u201csteal%u201d my advertising and marketing strategies and devices that work, tweak them to be his, and implement them for his clients. For years he has been glued to me like Velcro, picking up one successful strategy after another, seen deployed in different businesses, making it his, and adding it to the ever-growing portfolio of business tools and systems that his companies customize and manage for many hundreds of clients. It is legal and ethical and smart, as he is careful not to violate copyrights, trademarks or patents, or take verbatim. For example, I have a marketing device that I started using for myself and for clients about 30 years ago, called the shock-and-awe package. It got that name after my speaking colleague General Norm Schwarzkopf %u2019s Operation Desert Storm, where he said they went in so big and fast with such overwhelming force they caused shock and awe. Parthiv has made it a component part in the complete marketing system he implements for his clients. He%u2019s made over 300 different such packages, all on my