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chapter four ignoring the joneses RATIONAL SUCCESS . . . THE OBJECT . . . SALIENCE AND RELEVANCE . . . A NOT-SO-RATIONAL SUCCESS STORY . . . MULTIPLE CHOICE . . . WHO WE’RE TELLING STORIES TO . . . “WE WANT ACTIONS” rational success One of the most successful and high-profile new-product launches of the new century has been, of course, the iPod. People tend to forget that when the now celebrated device made its debut in late 2001, the initial reaction was mixed. Apple was not, as you might assume, ahead of the curve in recognizing the power of music in digital form. It was practically the last computer maker to equip its machines with CD burners. It trailed others in creating jukebox software for storing and organizing music collections. And various portable digital music players were already on the market and finding earlyadopted audiences before the iPod was even an idea. The first version of Apple’s device weighed 6.5 ounces and held about Table of Contents for the Digital Edition of Buying InContentsPart One | The Desire CodeThe Pretty Good ProblemThe Straw Man in the Gray Flannel SuitRationale ThinkingIgnoring the JonesesPart Two | MurketingIntroductionBuying InBuying In - (Page Cover1)Buying In - (Page Cover2)Buying In - (Page i)Buying In - (Page ii)Buying In - Contents (Page iii)Buying In - Contents (Page iv)Buying In - Contents (Page v)Buying In - Contents (Page vi)Buying In - Contents (Page vii)Buying In - Contents (Page viii)Buying In - Contents (Page ix)Buying In - Contents (Page x)Buying In - Contents (Page xi)Buying In - Contents (Page xii)Buying In - Contents (Page xiii)Buying In - Contents (Page xiv)Buying In - Contents (Page xv)Buying In - Contents (Page xvi)Buying In - Contents (Page xvii)Buying In - Contents (Page xviii)Buying In - Part One | The Desire Code (Page 1)Buying In - Part One | The Desire Code (Page 2)Buying In - The Pretty Good Problem (Page 3)Buying In - The Pretty Good Problem (Page 4)Buying In - The Pretty Good Problem (Page 5)Buying In - The Pretty Good Problem (Page 6)Buying In - The Pretty Good Problem (Page 7)Buying In - The Pretty Good Problem (Page 8)Buying In - The Pretty Good Problem (Page 9)Buying In - The Pretty Good Problem (Page 10)Buying In - The Pretty Good Problem (Page 11)Buying In - The Pretty Good Problem (Page 12)Buying In - The Pretty Good Problem (Page 13)Buying In - The Pretty Good Problem (Page 14)Buying In - The Pretty Good Problem (Page 15)Buying In - The Pretty Good Problem (Page 16)Buying In - The Pretty Good Problem (Page 17)Buying In - The Pretty Good Problem (Page 18)Buying In - The Pretty Good Problem (Page 19)Buying In - The Pretty Good Problem (Page 20)Buying In - The Pretty Good Problem (Page 21)Buying In - The Pretty Good Problem (Page 22)Buying In - The Pretty Good Problem (Page 23)Buying In - The Pretty Good Problem (Page 24)Buying In - The Straw Man in the Gray Flannel Suit (Page 25)Buying In - The Straw Man in the Gray Flannel Suit (Page 26)Buying In - The Straw Man in the Gray Flannel Suit (Page 27)Buying In - The Straw Man in the Gray Flannel Suit (Page 28)Buying In - The Straw Man in the Gray Flannel Suit (Page 29)Buying In - The Straw Man in the Gray Flannel Suit (Page 30)Buying In - The Straw Man in the Gray Flannel Suit (Page 31)Buying In - The Straw Man in the Gray Flannel Suit (Page 32)Buying In - The Straw Man in the Gray Flannel Suit (Page 33)Buying In - The Straw Man in the Gray Flannel Suit (Page 34)Buying In - The Straw Man in the Gray Flannel Suit (Page 35)Buying In - The Straw Man in the Gray Flannel Suit (Page 36)Buying In - The Straw Man in the Gray Flannel Suit (Page 37)Buying In - The Straw Man in the Gray Flannel Suit (Page 38)Buying In - The Straw Man in the Gray Flannel Suit (Page 39)Buying In - The Straw Man in the Gray Flannel Suit (Page 40)Buying In - The Straw Man in the Gray Flannel Suit (Page 41)Buying In - The Straw Man in the Gray Flannel Suit (Page 42)Buying In - Rationale Thinking (Page 43)Buying In - Rationale Thinking (Page 44)Buying In - Rationale Thinking (Page 45)Buying In - Rationale Thinking (Page 46)Buying In - Rationale Thinking (Page 47)Buying In - Rationale Thinking (Page 48)Buying In - Rationale Thinking (Page 49)Buying In - Rationale Thinking (Page 50)Buying In - Rationale Thinking (Page 51)Buying In - Rationale Thinking (Page 52)Buying In - Rationale Thinking (Page 53)Buying In - Rationale Thinking (Page 54)Buying In - Rationale Thinking (Page 55)Buying In - Rationale Thinking (Page 56)Buying In - Rationale Thinking (Page 57)Buying In - Rationale Thinking (Page 58)Buying In - Rationale Thinking (Page 59)Buying In - Rationale Thinking (Page 60)Buying In - Rationale Thinking (Page 61)Buying In - Rationale Thinking (Page 62)Buying In - Ignoring the Joneses (Page 63)Buying In - Ignoring the Joneses (Page 64)Buying In - Ignoring the Joneses (Page 65)Buying In - Ignoring the Joneses (Page 66)Buying In - Ignoring the Joneses (Page 67)Buying In - Ignoring the Joneses (Page 68)Buying In - Ignoring the Joneses (Page 69)Buying In - Ignoring the Joneses (Page 70)Buying In - Ignoring the Joneses (Page 71)Buying In - Ignoring the Joneses (Page 72)Buying In - Ignoring the Joneses (Page 73)Buying In - Ignoring the Joneses (Page 74)Buying In - Ignoring the Joneses (Page 75)Buying In - Ignoring the Joneses (Page 76)Buying In - Ignoring the Joneses (Page 77)Buying In - Ignoring the Joneses (Page 78)Buying In - Ignoring the Joneses (Page 79)Buying In - Ignoring the Joneses (Page 80)Buying In - Ignoring the Joneses (Page 81)Buying In - Ignoring the Joneses (Page 82)Buying In - Ignoring the Joneses (Page 83)Buying In - Ignoring the Joneses (Page 84)Buying In - Ignoring the Joneses (Page 85)Buying In - Ignoring the Joneses (Page 86)Buying In - Part Two | Murketing (Page 87)Buying In - Part Two | Murketing (Page 88)Buying In - Introduction (Page 89)Buying In - Introduction (Page 90)Buying In - Introduction (Page 91)Buying In - Introduction (Page 92)Buying In - Introduction (Page 93)Buying In - Introduction (Page 94)Buying In - Introduction (Page 95)http://www.nxtbookMEDIA.com

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