I'm curious what your philosophy of marketing and distribution is, since you've done so much of it. I think the romantic notion would be that there is nice loyalty to a brand based on the quality of its product or something always will. But this book is really about big companies, big markets,. It's just how often are you in front of the person and available in their habit flow? What do you think about that angle on marketing, which i view as not romantic, but maybe very pragmatic? And rihte, i think it’s right. This is incredible romance around customer affinity and brand loyalty. Most of it is masking what is really happening.

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