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You were supposed to want the white picket fence.

To wear the uniform.

And take the corner office.

A TV ad for Lexus is a nice illustration of what to do when you are a Challenger brand: appeal to the outsider.

But isn’t everyone an outsider?

When it comes to influencing people, we can:

• Show what others are doing, which can make people more inclined to follow. Think of ‘best seller’ book lists and ‘most popular’ product options; or
• Signal how you, dear consumer, are not like the o...