Makes No Difference
Today's big companies brew individualism in big, big vats. Do consumers really buy it?
By Geoff Williams •
Opinions expressed by Entrepreneur contributors are their own.
The world loves an individual, which explains Gatewaycomputers' slogan, "People rule," and BurgerKing's promise, "Have it your way."
But what if your way is everybody else's way? Teens maythink they're coolly clothed in T-shirts from Old Navy, whileadults proudly display "unique" purchases from Pier 1. Inreality, an "individual" in Massachusetts likely owns thesame stuff as a like-minded person in Texas. Should we be disturbedby mass-produced individualism? Are people being brainwashed tobelieve where they shop makes them special? And how doentrepreneurs fit into a conformist/individualist culture?
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