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Preface | The POW Camp That Explains Brand Pricing
A POW camp, a jar of jam, and the useless tree. T…
Chapter 1 — The Psychological Common Denominator
Adam Smith explained why we divide labor. He neve…
Chapter 2 — Consumer Motivation
The string is always there. Plucked, it sounds. T…
Chapter 3 — The Symbol
A farmer's hoe opened a civilization that had sle…
Chapter 4 — The Shelf
The shelf has been reinvented six times in a cent…
Chapter 5 — The Cultural Symbol
Four chapters got you a symbol that survives a sh…
Up the Mountain, Following the Deer
The mountain's oldest name was "the deer that cli…
The Cherry Tree
Three generations, three collapses of order, and …