This winning pitch slogan “How to take a punch to the face” was the idea that won the business. The insight was that It’s not how much you can dish out, it’s how much you can take. This concept was delivered as a video by Randy Couture 5-time UFC Champion while walking into the cage. Very manly how to videos said things like “Don’t panic! If you panic you will have a hard time recovering from a hard blow.”

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