Why do some ideas break out and others fade away? What causes people to become so excited about a product that they canat wait to tell their friends? How can an idea be communicated so that it catches fire in peopleas imaginations? Popular author, consultant, and workshop leader Sam Horn identifies what makes an idea, message, or product break out, and presents a simple and proven processa"POP " (Purposeful, Original, Pithy)ato create one-of-a-kind ideas, products, and messages that pop through the noise, off the shelf, and into consumersa imaginations.
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