CHAPTER EIGHTFind Out What Schismogenesis Means (Because It Will Save Your Relationships)
THE CHAPTER IN A BOX
The Main Point
Anthropologists have a word for human relationships: schismogenesis. They use the word to mean relationships are not stable—they are cycling up or down. Little things can turn into firestorms between people and can lead to war. The right eye contact or smile can lead to love. Here, we have applied this term to brands, because they rely on their emotional bonds with customers. At any moment, your brand could be lifted high or knocked down low by events. Take nothing for granted. You can drive a cycle up or you can yield ...
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