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

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9. Do Something Better Than Anyone Else: The Spearhead

“The restaurant that opened next to my office makes the best burgers in the world. If you go, ask for the house special; it’s spectacular.” How often have we heard a recommendation like this one? Putting aside the power of word of mouth, which we will be analyzing a little later, this phrase is an everyday and recognizable example of what we call “the spearhead.”

Let us look at another example that we have all experienced at one time or another. We are invited to a party and when we arrive we realize we do not know hardly anyone. After greeting the four people we have met before, we are left in that uncomfortable position in which we have nothing to do while everyone else is chatting and ...

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