A bold forecast of how the coming auction culture revolution will radically transform what, how, and why we buy.

Visionary entrepreneur Daniel Nissanoff breaks the news that the eBay auction phenomenon is about to explode in a big new way, revolutionizing how all consumers–not just eBay mavens–do their shopping, not only online but offline as well. The big payoff of this revolution will be that consumers will be able to “trade up” by embracing a new norm of temporary ownership. We will be able to buy more of the things we really want, because we’ll also be regularly selling off the things we no longer want or need. We’ll be transformed from an “accumulation nation” into an “auction culture.” Welcome to a world where Manolo Blahnik shoes, a Louis Vuitton handbag, a set of Callaway golf clubs, or a Bugaboo baby stroller will actually be smart buys, not indulgences.

Even as the auction culture offers consumers and entrepreneurs a wealth of new opportunities, it will also pose serious challenges for retailers and brand managers. Nissanoff analyzes those challenges and presents an ingenious set of strategies companies can employ to turn the auction culture to their advantage.

As Nissanoff writes, “Temporary ownership means just saying no to second-best and letting yourself reach for the things that will thrill you over and over again–guilt-free.” Listeners, start your auctions.
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