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Gather research from

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Beta State

The Curve, Volume 1, 2011 – Finished products, perfect models, and finite goals feel stale at a time when the launch of new technology, the release of an app, or a market crash can instantly change what we value and how we communicate and live. Today, we aspire to create and consume products that are raw, quick, agile, and experimental; beta is no longer a means to an end. As a result, rather than aiming for alpha, smart buyers and brands are embracing beta and re-envisioning perfection as a permanent work in progress.

To see how brands can leverage this Trend, skip ahead to Marketing Opportunities.

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