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Contents
CHEATING 38
WHO CARES 39
NOT ALL CUSTOMERS ARE THE SAME 41
THE LAW OF LARGE NUMBERS 42
CASE STUDY: CHIP CONLEY 44
THE PROBLEM WITH THE COW 45
FOLLOW THE LEADER 51
CASE STUDY: THE AERON CHAIR 53
PROJECTIONS, PROFITS, AND THE PURPLE COW 55
CASE STUDY: THE BEST BAKER IN THE WORLD 58
MASS MARKETERS HATE TO MEASURE 59
CASE STUDY: LOGITECH 60
WHO WINS IN THE WORLD OF THE COW 61
CASE STUDY: A NEW KIND OF KIWI 62
THE BENEFITS OF BEING THE COW 63
CASE STUDY: THE ITALIAN BUTCHER 65
WALL STREET AND THE COW 66
THE OPPOSITE OF “REMARKABLE” 67
THE PEARL IN THE BOTTLE 68
THE PARODY PARADOX 70
SEVENTY-TWO PEARL JAM ALBUMS 72
CASE STUDY: CURAD 74
SIT THERE, DON’T JUST DO SOMETHING 75
CASE STUDY: UNITED STATES POSTAL SERVICE 77
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