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Conversational Capital: How to Create Stuff People Love to Talk About by Sid Lee, Eric Alper, Tony Babinski, Bertrand Cesvet

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Chapter 07. Conversational Capital Is for Everyone

Reading through our observations so far, the question might arise: “Is Conversational Capital for everyone?” The answer is yes. It might work for high-end, live entertainment, or certain retailers, but what if you work for a packaged goods company or a discount airline?

It is true that premium, experience-rich products and services lend themselves well to Conversational Capital. This is only natural. They are targeted to sophisticated consumers who are exacting and who demand innovation, differentiation, and customization. These consumers, in turn, reward companies that take risks. As you read through this book, however, it will become clear that Conversational Capital is observable through a complete ...

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