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Selling One Thing Really Well

Author Andrew Kessler in front of his bookstore

Last month, New York-based author Andrew Kessler opened a bookstore, as in, a store with one book — his own.

“The store is part marketing ploy, to be sure (Mr. Kessler is a creative director at an advertising agency), but also part meditation on the meaning of the book in an age of e-readers and a bankrupt Borders.”

Now that’s what we call specialization.

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