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It's a Style Thing

Style really does stand for something, says this author.

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This story appears in the March 2004 issue of Entrepreneur. Subscribe »

At first, it sounds crass-the notion that style is asimportant as, or even more important, than substance. It'snothing we haven't guessed, but it just confirms the world isgoing to hell in a handbasket. At least that's what you'dthink, until you start reading Virginia Postrel'sThe Substance of Style: How the Rise of AestheticValue Is Remaking Commerce, Culture & Consciousness(HarperCollins). The book suggests that a business boasting aboutits product or service's flash and dazzle over its practicaluses may be a natural, and even positive, progression. We caught upwith Postrel, who writes an economic column for The New YorkTimes and a column and blog for D magazine, the citymagazine for Dallas/Fort Worth (to read her blog, visit www.frontburner.dmagazine.com).

It seems you'renot saying style is more important than substance-just thatit's important and sometimes more important.

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