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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 10. Exclusive Product Offering (EPO)

Over six billion people live on the planet today. That is more than have lived throughout human history up to now. In other words, we, the living, outnumber all of history’s dead. With so many people around, can anyone be truly unique?

The explosive growth of customization in recent years tells us the answer is a loud, resounding “yes.” Consumers demand customization and differentiation. Given the chance to take advantage of these, no two people express themselves in the same way.

It’s no wonder: our desire to be one-of-a-kind is deeply seated—and it reflects reality. None of us looks exactly the same or is built the same way. Each of us has individual rhythms, habits, tastes, and preferences. The differences ...

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