Get Lucky: How to Put Planned Serendipity to Work for You and Your Business

Come Out and Play

While Sugru was refining its product strategy with the help of the fanatical customers it had attracted, another company was using the skill of attraction to uncover its own surprising—some would say radical—business model. In fact, there's a good chance the company wouldn't be around today had they not proven to be masters of the skill.

Fifteen million people and counting currently use Foursquare, a mobile application that allows them to “check-in” wherever they happen to be at any moment—whether it's a bar, restaurant, movie theater, hair salon, drugstore, or their bedroom. When a user of the app checks in on their smartphone, their location is broadcast to a select list of their friends, who can pull up the same app on their ...