For the last hundred years, business was built on the "megaphone model." If you wanted to sell soap, you bought a billboard or a TV ad and shouted, "BUY THIS SOAP!" to millions of people. You hoped that 1% of them were actually dirty and listening. It was a game of waste. You wasted money on people who didn't care, hoping to catch the few who did. We treated customers like a mob—a...
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