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If you want loyal customers, find your 'Inverted Jenny' first

from Forbes

Late last year, the U.S. Postal Service recreated one of their most famous failures: a 1918 blunder on a sheet of stamps, any one of which is worth a fortune today. While in production, a sheet of stamps was flipped, inverting the image of the “Jenny” biplane, making them a sought-after rarity for collectors. In 2013, the U.S. Postal Service celebrated its old mistake with a new “Inverted Jenny” campaign. Organizations like the USPS are finding creative ways to connect with their customers using two key ideas: the principles of scarcity and exclusivity more

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