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There's a saying in Barstow, California, a decaying city in the scorching Mojave desert . . . The Interstate here only goes in one direction: Away. But it's the only place where ex-LAPD detective Beth McDade, after a staggering fall from grace, could get another badge . . . and a shot at redemption. Over a century ago, and just a few miles further into the bleak landscape, a desperate stranger ended up in Calico, a struggling mining town, also hoping for a second chance.

NFTs aren’t just pictures on the internet, or a fad that has come and gone. Rather, they're a new technology for creating digital assets and providing irrefutable proof of ownership. NFTs open up markets that have never before existed, and are already revolutionizing commerce and brand-building at everything from hot startups to Fortune 500 companies. Kominers and Kaczynski have created a framework that explains what NFTs are, why they’re valuable, and how businesses can leverage them to build highly engaged and intensely loyal communities around their products and brands.