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Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game by Peter Fisk

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9 RESONATE . . . TUNING INTO THE CUSTOMER’S WORLD CHANGE YOUR STORY

9.1 RESONANCE . . . IN SYNC WITH YOUR AUDIENCE

Rockstars know that there is a fine line between success and failure. There isn't a set formula to be cool, for why one record will be a global mega-hit and another won't feature, or for what it takes to be worshiped by millions of teenagers across the globe.

Sometimes things just work. They hit on a sweet spot, they find a vibe. They resonate.

I first explored resonance in a physics lab; when two electromagnetic waves get ‘in sync' they start vibrating much more than normal – sonic boom, flash of light. The analogy is not scientific, it is about finding that point where, despite crowds and noise, brands and individuals are ‘in sync' . . . they resonate.

When I push ...

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