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With the common goal to elicit an emotional response through a carefully communicated first impression, Sarah reviews the three key lessons companies can learn from these experienced and bountiful self-branders.

Sarah Willersdorf is a Partner and Managing Director at the New York office of BCG and the global topic lead for Luxury, Fashion, and Beauty within BCG.

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Whether it’s where I’m eating, where I’m traveling or, God forbid, something I’m buying, like a lot of people in my generation—those in their 20s and 30s—I feel compelled to do a ton of research to make sure I’m getting every option and then making the best choice.

If this mentality pervades our decision­making in so many realms, is it also affecting how we choose a romantic partner?

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When her friends caught her texting her cheating ex-boyfriend while they were out celebrating, they decided to take matters into their own hands by finding and introducing her to a random guy in the bar — a normal-seeming dude named Justin.

She advises CEOs and leadership teams across a range of topics surrounding growth, including branding transformation, marketing effectiveness, digital optimization, international expansion, and more.

Willersdorf serves on the Board of Governors for Cosmetics Executive Women, the beauty industry’s trade association.

She has an MBA from INSEAD and a Bachelor in Commerce and Bachelor in Fine Art from the University of Melbourne, Australia.

[email protected] London was a TED-curated event featuring a diverse group of speakers from across the BCG community.

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