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Substance of Substance of Style

I AM READING Virginia Postrel’s Substance of Style, and it reads like a historical treatise depicting an era long gone. Specifically, I cannot remember a time when style did not play a significant role in our purchasing decisions; partly because of my poor memory, and mostly because the rapid explosion of the nineties and the sustained revolution that’s going on in the first decade of the new century has already created new traditions, new dogmas, new histories – who would bother going back the memory lane to the awful 80s? (definitely not me, since that was the dying phase of the totalitarian regimes here in the East – and style had no place here then). From my today’s point of few, the book is rehashing the obvious, even though it was first published in 2003! We’ve taken an even more unbeliavable leap in our desire to customize, personalize, and fashionize since then.

We’ve got the RAZR, the MacBook, and lots of stuff in IKEA with labels that stress out the fact that each piece of the furniture has a unique touch – made just for you. And we take it for granted (I do).

It’s this infinite variety of choices that businesses create that’s speeding up the transition to CRM 2.0 where customer isn’t an object of a transaction but a subject of a very complicated play. If Postrel’s book seems so obvious to me now, less than 4 years after it was published, I am optimistic as to when we ought to expect this to happen. Guys, it’s around the corner now, really!

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March 11, 2007 | Filed Under CRM, Enterpreneurship, Links and Quotes 

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