It's one of the biggest fails in business history - Borders Books & Music. Once one of America's best-loved brands, this iconic "third place" destination made a few psychological missteps that doomed the brand (and that any business could fall for - no matter your size or industry)... In this 12-minute video, you'll discover: The secret psychological system that made Borders America's favorite bookstore How a $190 million buyout planted the seeds of destruction Borders' invisible competitive...