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This Element is an excerpt from Outsmart!: How to Do What Your Competitors Can't by Jim Champy, available in print and digital platforms.Big income in secondary markets: riding someone else's hot brand to discovery success! Once in awhile, a product or brand is so enjoyable that it generates a complete subculture of faithful customers avid to buy anything related to it. One man's (or woman's) obsession is another's chance to outsmart the competition. Hot brands create secondary markets for business people agile enough to piggyback in it.
