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Wired and Dangerous by Chip R. Bell, John R. Patterson

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CHAPTER 5Vain Why Today’s Customers Are Self-Centered

There are two kinds of egotists: Those who admit it, and the rest of us.

Laurence J. PeterThe Peter Principle

It recently made business headlines: The most popular brand in the world focused on the experience, not just on their long-famous product. Coca-Cola introduced their “Freestyle” vending machine.1 Their ad copy described the machine as “all packaged in an innovative and interactive fountain experience.” The machine was designed with help from automobile manufacturer Ferrari! Step one, pick your favorite Coke beverage—Fanta, Sprite, Minute Maid lemonade, Coke Zero, or whatever. Step two, pick your favorite flavoring. Want a raspberry-flavored Coke, a peach-flavored Fanta, or coconut-flavored ...

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