Style is actually the style that you present yourself. Style allows people to make a quick decision as to whether they want to know more about you. You can literally decide where you want your your business position based on how, and i give the example in the book of restaurants. And what people havetounderstand as a pricing s perception. It's very interesting to see how we get a different impression of something if there's a dollar sign in front of us but it's not followed by zeros or eights. When i was at bergdorf’s I walked around with my head held high saying ‘i don't need this bullsh*t!’

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