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This Element is an excerpt from Conversational Capital: How to Create Stuff People Love to Talk About (9780137145508) by Bertrand Cesvet, Tony Babinski, and Eric Alper. Available in print and digital formats. Delivering one-of-a-kind products and one-of-a-kind customer experiences. With more than six billion people around, can anyone be truly unique? The explosive growth of customization in recent years tells us the answer is a loud, resounding ""yes."" Consumers demand customization and differentiation. Given the chance to take advantage of these, no two people express themselves in the same way. Our desire to be one-of-a-kind is deeply seated—and it reflects reality....