Persuading someone to buy a commodity requires a microscope. Let me explain. Suppose you sell pencils. Your buyer sees your pencil as a commodity because it looks like every other pencil he’s ever seen. But that’s because he’s not a pencil specialist. He’s looking at
When Steve Jobs got into high gear as a speaker, many people reported that he seemed to have a reality-distortion field around him. No matter how unrealistic his claims at any given moment, people said they couldn’t help being mesmerized:
Here in New Jersey, scientists grow on trees and work in laboratories, developing and testing molecules for bio-tech and pharmaceutical companies. Every day, they leave the known world to explore microscopic molecular places and witness scenes that quite possibly no