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Brands That Dream: Only Companies That Dream Stand Out by Elisenda Serra Masip, Xavier Oliver Conti

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7. If You Do Not Dream, You Will Not Stand Out

But what is a dream in this new business context? Over the next few pages, we will delve deeper into the significance of this challenge of defining the je ne sais quoi that all truly remarkable companies have in common.

We say that it is a challenge because, although the willingness to accept figurative language in the business world has grown, there is still a reticence to admit that this type of language expresses a reality and is not just a way of speaking.

With the proliferation of business literature, we have become accustomed to thinking about companies in certain terms, but this kind of thinking often only takes place while we are reading the book. Once we close it, we go back to a reality ...

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