![]() Run for the border, but that means starting again from scratch: look at PierreĬardin, the oldest fashion brand of them all, now so prostituted that there is no You can also scam him, take the money and Example: Hermès, a thousandīeautifully made objects, easily half of which are ugly, but none shabby, every ![]() ![]() Of your customer, you can run a great business on it. Of getting screwed, works wonders but takes time to build. But why be enlightened ? Because trust, i.e. Temptation, having the courage to forgo immediate rewards in exchange for later In this field as in others, enlightenment means resisting Other motives eventually crash and burn, as the twentieth century has shown at These alone have produced everything you've ever bought or sold. Two motives are required to make it work: self-interest and enlightened self-interest. Mechanics, it generates complex behaviour from simple rules. The article below was first published in the NZZ issue dedicated to brands.Īn entertaining feature of commerce is that, like chess, insect societies and fluid ![]()
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