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SURFI SURFI
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SURFI SURFI
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Good luck to all athletes… 
"

//Chapter One

I walk down the street.
There is a deep hole in the sidewalk.
I fall in.
I am lost …. I am helpless.
It isn’t my fault.
It takes forever to find a way out.

//Chapter Two

I walk down the street.
There is a deep hole in the sidewalk.
I pretend that I don’t see it.
I fall in again.
I can’t believe I am in this same place.
But, it isn’t my fault.
It still takes a long time to get out.

//Chapter Three

I walk down the same street.
There is a deep hole in the sidewalk.
I see it is there.
I still fall in … it’s a habit … but, my eyes are open.
I know where I am.
It is my fault.
I get out immediately.

//Chapter Four

I walk down the same street.
There is a deep hole in the sidewalk.
I walk around it.

//Chapter Five
I walk down another street.

"
http://www.swiss-miss.com/2012/03/autobiography-in-five-short-chapters.html
Live Life. Regret Nothing. 
"the devil is in the defaults."
brilliant branding and campaign.
"Branding ist die Kunst, eine Ware auf subtile Weise mit einer Erzählung zu versehen."