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Helen Edwards on why tomorrow's growth will come from the fringes

On Strategy Showcase

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The Importance of Beacons in Veganism

In your book, you talk about what you describe as beacons. Beacons are codes, clues, signs, motifs that provide a lens through which to look at a behavior. Reframing and dilution are just two of those examples. Can we use our knowledge and imagination to reframe a particular behavior so that the mainstream see it in a different light?

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