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In a recent episode of Mad Men, Peggy Olson channels her old boss, Don Draper, when she pitches Heinz ketchup. There’s ketchup, Peggy says, and then there’s the cheap and watery imitation—catsup. “They’re selling their watered down, flavorless sauce by pretending that they’re you,” she says, looking straight at the Heinz executive. “It makes you angry, doesn’t it?”  The exec seems intrigued. A beat later, Peggy says, “But I always say, if you don’t like what they’re saying, change the conversation.” Then she uncovers her concept:
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