"We thought they wanted medical resources," says Milkshake founder Kat Jones. "They wanted to
talk about how cancer had changed their lives emotionally, physically, and practically."
They looked for a name that would reflect a line -- "All I wanted to do was tell people to
fight like hell" -- from Armstrong's autobiography. When they tested Livestrong in focus groups, they found it was controversial. "You cannot tell someone diagnosed with cancer to live strong," said
one survivor. "That's obnoxious."
Jones knew she had a winner right then. "One thing I've learned," she says, "is that when things are polarizing, it's right."
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