106 You Have a Book in You estate starting with $100.” Bob was videoed by the media doing just that in San Francisco. Next he said, “Send me into any unemployment line and I will get everyone earning $5,000 a month within a month, or I will pay them that amount.” Again, he did it. So when we watched Je昀昀 make that outrageous state- ment, I said, “Bob, I think he is challenging us.” We agreed, and we decided to 昀椀gure out how to sell more and faster than he could deliver. Bob Allen and I launched 吀栀e One Minute Millionaire on October 17, 2001 (before spam laws). We partnered with Ancestry.com. Ancestry sent out 3 million emails to their faithful clients recommending that if they bought our book from Amazon between 6 a.m. and 11 p.m. that day, they would get $250 worth of Bob’s and $250 worth of my electronic products. As I remember, at 6 a.m. we were at number 79,000 on Amazon’s book selling lists. By 10 a.m., we were at 750, and Amazon’s underprepared and overburdened systems came screeching to a halt. 吀栀ree hours later, Je昀昀 Bezos called and said, “I will give you three 昀椀rst- class round trip tickets to my Seattle head- quarters to tell us how you did it.” Bob Allen, Tom Painter—our inside promoter, strat- egist, and operation guy—and I went. It was delightful fun. If we had known he’d become the world’s richest man and Amazon would become the Everything Store, we would have asked more questions and taken videos