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The Brand Messiah by Jonathan Gabay

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Chapter 7

WHEN SAM WAS AT the age between sucking his thumb for comfort and biting his nails out of uncertainty he regularly joined his friends cycling bikes. They explored the local side streets, pretending that hidden alleys were airport runways, and dead end-roads rocket launch pads.

If, like all kids, back home Sam played up just a little too much, his mum would give his leg a light slap. Should that fail, she withdrew privileges, including riding his beloved Chopper bike.

Dad’s approach was different. He put Sam on ‘time-out’. Stuck in his bedroom, a frustrated Sam endured one of his father’s talks about staying grounded. “There’s always a more experienced, tougher player out there...”

Depending on his stubbornness, Sam either argued his ...

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