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The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change by Carlye Adler, Andy Smith, Jennifer Aaker

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Chapter 2. WING 2: Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy World

This is designed to get somebody's attention. This is a hammer.

—REP. JASON WATKINS

Anew clothes retailer on the Web, focused exclusively on designing pants for well-educated, high-income men? The whole world—let alone the fashionistas—should have let out a collective yawn. Instead, Bonobos, founded in 2008, sold $1.8 million in product, nearly breaking even in its first year of operation. In its second year, the company nearly tripled its 2008 revenues, turning a profit in an economic climate in which most clothing retailers were struggling just to survive. What did Bonobos do to spawn such success?

The secret of Bonobos's success was a three-pronged ...

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