part 1 buyology
DESCRIPTION
ExpobrandsTRANSCRIPT
BuyBuy--ologyology
TM
by Martin Lindstromby Martin Lindstrom
Copyright © Martin Lindstrom 2008
It all began…
Copyright © Martin Lindstrom 2008
It all began…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Deaths of 200,000 Chinese and
Japanese immigrants
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Japanese immigrants between 1989 – 1998
investigated.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
University of California in San Diego sociologist, David Phillips, was
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David Phillips, was able to conclude…
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…across North America there’s a 13% increase in
death rates on the
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death rates on the 4th of every month.
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But most surprisingly…
…in California, there’s a 27%
increase in death
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increase in death rates on the 4th of every month.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
A bid is given at an auction in
Guangzhou, China on September 3,
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on September 3, 2006
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
$11,000
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$11,000
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Good luck
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Good luck
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But…4 = death
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4 = death
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
The invisible floor
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floor
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Our brain’s fight between rational and irrational
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and irrational thinking
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People in the western world are
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western world are just as influenced…
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Copyright © Martin Lindstrom 2008
Friday the 13th
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buy ologyby Martin Lindstrom
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The more rational we think we are,
the more irrational the
Copyright © Martin Lindstrom 2008
irrational the decisions we
make.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
But how many brands do you
remember?
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buy ologyby Martin Lindstrom
remember?(After having looked at
these 12 logos for 1 minute.)
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Brands are all about irrational
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about irrational behavior
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Copyright © Martin Lindstrom 2008
On average, we’re able to only
remember ¼ of
X
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remember ¼ of the brands.
X Xbuy ologyby Martin Lindstrom
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X…despite the fact that the 9 other brands
spend a combined $29
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X Xbuy ologyby Martin Lindstrom
combined $29 billion to ensure you remember
them!Copyright © Martin Lindstrom 2008
This is what our brains can cope
X
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brains can cope with…
X Xbuy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
The concept of brand building seems to have
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seems to have run out of steam.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Our source of guidance seems to
generate a fundamental
Copyright © Martin Lindstrom 2008
generate a fundamental
disconnection.
buy ologyby Martin Lindstrom
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Predicting the future based on
exploring the
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past seems questionable.
buy ologyby Martin Lindstrom
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Or by asking…?
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Or by asking…?
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The car industry gave it a go…
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gave it a go…
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…so did the Japanese!
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Japanese!
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Let’s go back to basics…
BRANDsenseby Martin Lindstrom
basics…
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Copyright © Martin Lindstrom 2008
Our outdated
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brand toolbox
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Copyright © Martin Lindstrom 2008
New thinking is
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New thinking is wanted
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Copyright © Martin Lindstrom 2008
Considering
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Considering
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New TVCThe harsh reality is…
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reality is…
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Copyright © Martin Lindstrom 2008
Neither the brand toolbox
nor our thinking
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nor our thinking have evolved.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
It’s all about innovation…
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innovation…
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Copyright © Martin Lindstrom 2008
But sometimes innovation
seems stuck in
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CD-playerseems stuck in time…
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Copyright © Martin Lindstrom 2008
We’ve learned that evolution
Copyright © Martin Lindstrom 2008
CD-playerthat evolution
isn’t linear.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Driving faster doesn’t mean adding more
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adding more horses to the
team.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Or, in advertising terms, adding
flashier, sexier,
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flashier, sexier, more prominent
logos.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Noise
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Noise
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Copyright © Martin Lindstrom 2008
Our filter is getting thicker
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getting thicker and thicker…
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Remember Al Gore’s
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Al Gore’s frog story?
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Why do you
The fundamental problem:
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Why do you love me…?
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An unusual
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An unusual marriage
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Copyright © Martin Lindstrom 2008
It all began in
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
It all began in 1975…
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Copyright © Martin Lindstrom 2008
But if Pepsi tastes better, how come
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
how come consumers still prefer Coke?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
In 2004 the secret was
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
secret was revealed…
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Copyright © Martin Lindstrom 2008
In blind tasting tests, consumers preferred the
Experiment#1
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
preferred the taste of Pepsi
but…
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Copyright © Martin Lindstrom 2008
…when the brand name was revealed, the respondents’
Experiment#2
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
the respondents’ taste preference was overruled by the
brain.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Neuromarketing
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Neuromarketing
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
We’re as advanced as Columbus was
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advanced as Columbus was in 1492.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Brain damage enables today’s knowledge about
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knowledge about the brain.
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Copyright © Martin Lindstrom 2008
Neuroscience + Marketing =
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Marketing = Neuromarketing
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Copyright © Martin Lindstrom 2008
No Knickers
It’s one thing to be rational
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Underweare build up
No Knickers.com
to be rational – another to be emotional!
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Finding the window with the best possible
BRANDscanby Martin Lindstrom
Copyright © Martin Lindstrom 2008
best possible view.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
fMRI
BRANDscanby Martin Lindstrom
Copyright © Martin Lindstrom 2008
fMRI
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Copyright © Martin Lindstrom 2008
SST
BRANDscanby Martin Lindstrom
Copyright © Martin Lindstrom 2008
SST
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Copyright © Martin Lindstrom 2008
x
BRANDscanby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Copyright © Martin Lindstrom 2008
The challenge
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The challenge
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Copyright © Martin Lindstrom 2008
Why trust Neuromarketing?
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Neuromarketing?
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Copyright © Martin Lindstrom 2008
Is it possible to predict the
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to predict the future?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
A live experiment with a young lady and
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a young lady and a “Blind Date”
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
fMRI PredictionsMA
TC
H
1140
1120
1100
1140
1120
1100
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1100
1080
1060
1100
1080
1060
Copyright © Martin Lindstrom 2008
2 years later they’re still
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they’re still together!
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
The catch-22
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The catch-22
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Copyright © Martin Lindstrom 2008
The good
The bad
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And the brand new…
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Copyright © Martin Lindstrom 2008
Rational versus emotional
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emotional
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Copyright © Martin Lindstrom 2008
Rationality versus emotion
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versus emotion
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Copyright © Martin Lindstrom 2008
Copyright © Martin Lindstrom 2007
A s u m m a r y . . .
By Martin Lindstrom .com
Copyright © Martin Lindstrom 2008
What are the key drivers in our
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drivers in our lives?
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Copyright © Martin Lindstrom 2008
Fear and drug Drug related pic.
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Fear and drug abuse...
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Copyright © Martin Lindstrom 2008
Murdoch’s two main drivers:
[Fox screenshot]
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main drivers:
fear & patrotism
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Copyright © Martin Lindstrom 2008
Fundamental human behavior
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human behavior
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Copyright © Martin Lindstrom 2008
Fear is pushed from everywhere...
[Fox screenshot](28% of North Americans
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(28% of North Americans take some sort of drug to
counter fear!)
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Copyright © Martin Lindstrom 2008
They all have one thing in
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one thing in common…
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Remember…?
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Remember…?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Or remember…?
Copyright © Martin Lindstrom 2008
Or remember…?
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Copyright © Martin Lindstrom 2008
24 students and their recall of
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their recall of 9/11
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Socrates and his students
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students
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The ultimate
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The ultimate wish
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The final five seconds of
deliberation are the most crucial
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the most crucial when making a brand choice.
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Copyright © Martin Lindstrom 2008
The result – the creation of a
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creation of a Somatic Brand
Marker.
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Copyright © Martin Lindstrom 2008
Storm hitting
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Storm hitting small village
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A toy store…
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
A toy store…
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…or a Somatic
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
…or a Somatic Marker toy store.
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A blender served as a Somatic
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as a Somatic Marker
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Or cosmetic products served
as a Somatic
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as a Somatic Marker
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…and generated such buzz that
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such buzz that this appeared…
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Copyright © Martin Lindstrom 2008
Spiderman leveraging the
power of a
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power of a Somatic Marker…
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Security Glass from 3M:
prompting the
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prompting the creation of a
Somatic Marker
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Or an ordinary message served by leveraging the
power of the
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power of the Somatic Marker
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AUDI’s secret Somatic Marker…
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Somatic Marker…
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Vorsprung durch
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Vorsprung durch Technik
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Swiss made…
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Swiss made…
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A s u m m a r y . . .
ByMartin Lindstrom.com
IRRATIONAL BEHAVIOR
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IRRATIONAL BEHAVIOR
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NEUROSCIENCE + BRANDS
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NEUROSCIENCE + BRANDS
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NEW GROUND RULES
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NEW GROUND RULES
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NEW TOOLS
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NEW TOOLS
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SOMATIC MARKERS
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SOMATIC MARKERS
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Next …
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Next …
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The best way of predicting the future is to
Alan Kay
BRANDsenseby Martin Lindstrom
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future is to invent it.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008