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The Brand Flip: Why customers now run companies and how to profit from it by Marty Neumeier

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SELLING Image ENROLLING

My wife and I once spent a week in Istanbul, immersing ourselves in the sights, sounds, and spicy aromas of the ancient city. If we had been dressed in American flags we couldn’t have been more obvious to the tourist vendors.

“You want buy rug? Best rugs in Instanbul!”

At every shop we passed, a vendor would rush out with a well-worn hook line: “I love America! Best deal for you today!”

The stall owners in the Grand Bazaar have one mantra: CLOSE THIS SALE. They have no insight into customer desires. No interest in future business. No fear of reprisals from disgruntled buyers. What they have is an endless parade of wide-eyed newbies ...

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