Ken Block, co-founder of the DC Shoe company, rallycross driver, and all-around action-sports junkie, altered the world of YouTube forever when he released Gymkhana Practice in 2008. The 4-minute, 26-second display of driver skill, tire smoke, and speed—shot at the Marine Corps Air Station El Toro in California—featured Block in the driver seat of a 500hp, all-wheel-drive Subaru Impreza. Gymkhana Practice was shared around the world faster than Block killed the Subaru’s BFGoodrich tires, and it launched a 007-esque online video franchise that’s now on its seventh film.

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If you want to read, I might suggest a good book, perhaps Hemingway or Melville. That’s why they call it, the dummy copy. This, of course, is not the real copy for this entry. Rest assured, the words will expand the concept. With clarity. Conviction. And a little wit.

In today’s competitive market environment, the body copy of your entry must lead the reader through a series of disarmingly simple thoughts.