The West seems to have a rather fascinating obsession with the individual. We write our addresses starting with a person and expand out until we get to a world view, which makes little sense when you consider that anyone functionally using that address must read to the end to even know where to start. This is a pattern we see in many things from the way we tell stories to the way we design infrastructure and services. So naturally, it's through this lens that brands often solve customer experience challenges.
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