In Chapter 10 (p. 219) Jim and I write about “how at the very heart of the Real/Fake Matrix lies the interplay of contradictory components — the polarity between the real and the fake.”
To fully realize the key to polarity, think of it as the simultaneous holding of two contradictory aspects defining the essence of an offering. The iconic example (see pp. 223-4) remains the Geek Squad, who render themselves cool geeks.
Turns out there’s a word for that! With thanks to Word Spy, it is paradessence: “n. In a product, an intrinsic property that promises to simultaneously satisfy two opposing consumer desires. [Blend of paradoxical and essence.]”
Find the paradessence of your offerings.
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My first reaction was a flash back to a SitCom back in the 70’s. Sanford and Son. The line from Redd Foxx is.. “This is quality junk, who won’t be proud to own it?” A true paradessence statement.