Josh Bowen

To me, the ideal hangout has a few components: spontaneity, purposelessness, and a willingness among all parties involved to go wherever the conversation leads them.

Investment and time are required to establish a foundation for lasting community; members need to feel as if they have a shared emotional connection, not just an affinity toward a product or brand, but with each other. It’s rare to come across this collective third space that blends together the public and private, Gát said.

Advertising adds value to a product by changing our perception of it. An example I love that is not mentioned in the book: for years, few people bought “death insurance.” Then some genius changed the name to life insurance and grew the industry by many billions of dollars. After all, life insurance sounds so much better than death insurance.

Remember The New Yorker . You subscribed because you liked it. Then it taunted you with its endless words, pages and pages demanding to be read. It reminded you of all the time you didn’t have to spend reading The New Yorker . Whenever you glimpsed the growing pile, you felt mild panic. Every time you recycled an unread issue, you felt like a waste... See more