This is the eBook version of the printed book.
This Element is an excerpt from Conversational Capital: How to Create Stuff People Love to Talk About (9780137145508), by Bertrand Cesvet, Tony Babinski, and Eric Alper. Available in print and digital formats.
Delivering one-of-a-kind products and one-of-a-kind customer experiences.
With more than six billion people around, can anyone be truly unique? The explosive growth of customization in recent years tells us the answer is a loud, resounding “yes.” Consumers demand customization and differentiation. Given the chance to take advantage of these, no two people express themselves in the same way. Our desire to be one-of-a-kind is deeply seated--and it reflects reality....
About the Author
Bertrand Cesvet is chairman of the world-renowned SID LEE creative global boutique, and Founding Partner of Cirque du Soleil Lifestyle Group, which is extending Cirque du Soleil’s brand beyond live entertainment. He provides creative and strategic leadership for leading word-of-mouth innovators, including Adidas, Cirque du Soleil, Red Bull, and MGM Grand. Tony Babinski is Creative Director for SID LEE, and author of Cirque du Soleil: 20 Years Under the Sun, Cirque du Soleil's official history. Eric Alper, SID LEE strategist, co-develops communications, products, and immersive solutions for many of the world's great brands.