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1 An 8,000-Year-Old Overnight Sensation 1
2 Selling Ice Sculptures to Eskimos 19
3 Taking Root in the Flower Business 35
4 The One True Copy of Jackie Kennedy's Real Fake Pearls 53
5 Thinking Inside the Pomegranate 69
6 Thinking Inside the Volcano 93
7 Eyeballs Ain't Enough 107
8 Web of Wonder (and Deceit) 133
9 Green Is the New Black 157
10 Nurturing Brand Faith in an Age of Cynicism 177
Acknowledgments 187
Illustration Credits 193
Index 195
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