Entrepreneurs with a brilliant idea may consider pitching their business to a group of investors on national television. However, not all pitches result in funding. In 2008, the author pitched the Rematee anti-snore shirt on CBC's Dragons Den, but the dragons did not invest. Despite the disappointment, the author learned that any media can be good media. The free media and press coverage created brand awareness and boosted website sales, proving that exposure can be worth it in the long run, even without securing funding.