In this episode of the Diamond Mining mini-episode series, Blaine tells the story of a company named HelloWorld and its CEO, Josh Linkner. The CEO of HelloWorld created a fictional competitor with fake press releases and Wall Street Journal articles to light a fire in the hearts and minds of his employees. Instead of resting on their laurels and accolades as a company in the number 1 spot, they began to ask what their fictional, and real, competitors might be coming up with to stay on the cutting edge and remain the market leader.