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June 2002

Mimetic Management

Innovators sell customers on keeping up with the Joneses--or the Gateses.

By Michael Schrage

The following examples are not true. But please pay careful attention to them anyway.

Bill Gates reveals during a CNN interview that the smartest thing he does for his health is get an annual full-body MRI scan. He advises anyone over the age of 40 who can afford to get scanned to do so.

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