live on the edge or take up too much room
NZ sometimes prides itself as living on the edge. The edge is seen as the place change begins. Trouble is we don't always know which edge is leading. Seth Godin's latest word is "edgecrafting" - for creating edges. Here edges are places that customers want you to be as opposed to the centres - where most competitors are. The idea is, if you offer something very edgy in this way, you will be remarkable. And, by definition, remarkable means people will be talking about you. Back to WOM again. Read the book or the review. Good example seen recently is New York Times virtual tour of the Metropolitan Museum's new Greek and Roman Galleries - this big giveaway even got the fabulous Chuck Green remarking.
Tony
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