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The extraordinary value of a good story

Photo of ebay app on cellphone
Once upon a time New York Times columnist Rob Walker set out to discover if a story could add significance and value to a near worthless object. I read about Walker’s study in a recent HBR Blog by Ty Montague and thought it was one of the most interesting retail experiments of all time. Here’s how it worked. In 2006, Walker and a friend scoured secondhand stores and garage sales for… well, junk. A knitted doll, a toothbrush holder, a branded bottle opener. The rules were that the items had