Why do some ideas break out and others fade away? What causes
people to become so excited about a product that they canat wait to
tell their friends? How can an idea be communicated so that it
catches fire in peopleas imaginations? Popular author, consultant,
and workshop leader Sam Horn identifies what makes an idea,
message, or product break out, and presents a simple and proven
processa"POP " (Purposeful, Original, Pithy)ato create
one-of-a-kind ideas, products, and messages that pop through the
noise, off the shelf, and into consumersa imaginations.
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