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Material reality has a lot of detail but very little meaning Social reality has a lot of meaning but very little detail Humans want significance: both detail and meaning at once, to feel present and alive. This can be hacked for profit or insight.
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Significance is meaningful detail. Example: “sell the sizzle, not the steak” creates significance out of a material detail (sizzle as I-it) and social meaning (sizzle as socially constructed meaningfulness of food culture eg barbecue)
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