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"Issue 70 - 06 | The Power of Passionate Creatives By John Hagel III, John Seely Brown and Lang Davison Published May 5, 2010 11:00 a.m. "We all have passions. Some of us have been fortunate enough to pursue our passions as our professions. Most of us have not. […] But all too often those who are passionate about their work are frustrated with their employers and bosses. They are not satisfied. Far from it. They want to do more, but they feel held back. This manifesto is for them-the "passionate creatives" of the world. Together passionate creatives have more power than they realize. But that power comes from a surprising place." "

"Issue 67 - 01 | How To Fascinate: Why Your Brand Should Do A Shot Of Jägermeister By Sally Hogshead Published Feb. 10, 2010 8:18 p.m. "If you're under age 45 or so, there's a good chance that you've tried Jägermeister. However the odds are low-quite low-that you actually enjoy the taste. And that's okay. Few people do. Very, very few. I'll wager that most of the people who make Jägermeister don't like the taste of Jägermeister. Yet the brand continues to grow at an astonishing rate. If so many people actively dislike the taste, how does the company manage to sell 83 million bottles a year? With sales increasing up to 40% per year since 1985, Jägermeister is the most popular drink nobody likes. Many companies successfully advertise products and services that consumers don't necessarily need (bottled water, luxury cars) or even enjoy (backache pills, oil changes, burial plots). But here's a brand that manages to sell an extraordinary volume-at a premium price point, no less-of a product that people don't even want, and more to the point, actively dislike.""