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286 Works Cited

P. 248. Dog food: Paco Underhill, Why We Buy: The Science of Shopping (New
York: Simon and Schuster, 1999), Chapter 1.

P. 248. Casinos: Bill Friedman, Designing Casinos to Dominate the Competition:
The Friedman International Standards of Casino Design (Reno, Nevada: The
Institute for the Study of Gambling and Commercial Gaming College of
Business Administration, 2000).

10: Become an Influencer

P. 258. Cystic fibrosis: Atul Gawande, “The Bell Curve,” The New Yorker,
December 6, 2004.
P. 263. It sounds like X: Silencekills.com.

P. 265. Putting It All Together case study: Silencefails.com.