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This article focuses on employment of company outsiders for review of brands. Howard Gossage, San Francisco, California advertising guru of the 1960s, coined a phrase for this phenomenon. He called it extra environmental perception. It's not exactly poetry but it contains the important truth that those who come from outside a given environment possess an extra degree of perception. And that degree of perception, said Gossage, makes the difference between success and failure. Insiders know too much, take too much for granted and their prejudices blind them to new opportunities.