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Decentralize and Succeed: Building Markets By Trusting Your Customers

Before the advent of online digital media, the traditional and dominant marketing model was a very controlled and specifically directed one: that of brick and mortar storefronts, promoted using centralized print and br

oadcast outlets. By applying large marketing budgets towards dominating airwaves and headlines with strong, consistent messages, pre-Internet era businesses succeeded through heavily centralized control of their brands.

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