Mica May, founder and CEO of May Designs, took in what she just heard. The stern instructions came to her from Tory Johnson, a regular contributor on ABC’s Good Morning America. She needed samples of May’s notebooks for a feature she was hosting on gift ideas.

At the time, May was a staff-of-one, a scrappy entrepreneur working from her home. Thrilled about this opportunity for increased publicity, she shipped off a few of her classic notebook designs.

But then the show aired.

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