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Actually, it has become even more complicated than just communicating who you are. Now it is all about the consumer experience, and how much of a conversation you are willing to have not only with the consumer, but if you are product driven, you better include the retailer too. Consumers need to participate in generating their product, in tailoring it to their needs and philosophies, and unless we learn to listen, we are going to join the dinosaurs. Joaquin Lira. Fuego World Wide.
   — Joaquin Lira

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