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| *Commercial imperative: to have clients coming back. Above all else.
| | {{freeessay|devil|grand unifying theory|{{image|Grand unification|jpg|}}}} |
| *Indications of commitment:
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| :*expense of communication: the thick card, embossed envelope - Rory Sutherland
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| :*intellectual, social commitment to clients - Robert Cialdini
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| *Standardisation, commoditisation:
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| :*guarantees margins tend to zero (you have solved the risk and therefore depleted the premium)
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| :*Of course because of non-linear effects, you ''hjavent'' solved the risk; it is just that the market prices itself as if it has, because everyone labouring under the same common delusion of modernism that “we have comprehensively syndicated risk/banished boom and bust/reached the sunlit uplands”
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| :*Indicates ''absence'' of commitment
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| :*Allows a lack of client commitment: products and offerings are fungible
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| :*The risk/reward of greater effort to attract customers isn’t there. Hence the headlong rush to lean production
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| :*Targets your offering at the mean - the commitment is to be found at the Edges - Rory Sutherland
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| *The besoke, thje tail events, the risk scenarios, off-piste; here be dragons:
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| :*This is where the best opportunities are. This is where innovation will come from. This is where developments will emerge. Here the stakes are higher.
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| :*You can’t manage it by algorithm. You ''need'' experience; you need diversity; you need expertise. You need people comfortable with [[doubt]] and without [[certainty]]. Standard tropes and management bullshit will get found out.
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| :*Here [[redundancy]] is an advantage and an imperative, not a competitive disadvantage.
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