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Why Customers Really Buy by Michelle Helin, Linda Goodman

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Chapter 10Inventing a New Business

The Emotional Triggers That Turned a Popular Activity Into a National Industry

Every path to a new understanding begins in confusion.

—Mason Cooley

What happens when a new business idea becomes so successful that the very people who helped you launch it and know every aspect of the operation inside-out suddenly are among your fiercest competition? That’s exactly what happened when the owner of a regional gym chain capitalized on a grassroots interest in cheerleading. He repositioned his business as a major tournament organizer and joined forces with other industry leaders. Then former employees, eager to replicate the business model, opened independent gyms and began to sponsor competitions of their own. As ...

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