The stairs to our company’s fourth-floor loft posed a challenge for the dominatrixes. Many were wearing vertiginous Jimmy Choos and Christian Louboutins, and there was a bit of grumbling by the time they got to the top. I suppose they’re more used to dishing out suffering than enduring it themselves. As they made the trek through our building, they raised hardly an eyebrow from our staffers.
At Sense Worldwide, a branding consultancy specializing in working with extreme consumers, we’re accustomed to individuals who are a million miles away from that “regular customer.” You know, the ones who sit in focus groups and fill out online surveys. For us, one day, it’s dominatrixes; the next, it’s obsessive compulsives, teddy-bear enthusiasts, prescription-drug addicts, or Nigerian hackers.
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