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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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How This Book Came Together

This book is the result of a series of conversations.

Conversational Capital was born when Bertrand Cesvet was on a walk around Lake Léman in Switzerland with François Lacoursiére, a long-time partner at SID LEE. Taking in the beauty of the Alps around them, they told themselves that this would be an experience they would be sure to tell their friends and family about. Ever the creative strategists, they instinctively turned that thought into a question, “Why?” Why would they talk about this destination more than any other? Why would they one day share stories about this alpine walk, and not, say, a lunch stop in Sarnia, Ontario? Indeed, why is anyone inclined to talk more about one experience than another?

That nagging ...

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