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In page Ain't Too Proud to Beg:
"Norman Whitfield, an up-and-coming songwriter and producer at Motown who'd had some success with Marvin Gaye and The Velvelettes, had worked with the Temptations on singles such as "Girl (Why You Wanna Make Me Blue)" (1964), and coveted Robinson's role as their producer. Finally creating an instrumental track he thought would make it, Whitfield enlisted lyricist Edward Holland, Jr. (of Holland–Dozier–Holland fame) to write lyrics to Whitfield's instrumental. Although Holland didn't think Whitfield had a chance of stealing Robinson's act (especially since Robinson was Motown CEO Berry Gordy's best friend), he contributed his services to the song, resulting in "Ain't Too Proud to Beg".
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