1. From Consumers to People
Consumers buy. People live.
2. From Product to Experience
Products fulfill needs. Experiences fulfill desires.
3. From Honesty to Trust
Honesty is expected. Trust is engaging and intimate. It needs to be earned.
4. From Quality to Preference
Quality is a given. Preference creates the sale.
5. From Notoriety to Aspiration
Being known does not mean that you are also loved.
6. From Identity to Personality
Identity is recognition. Personality is about character and charisma.
7. From Function to Feel
Function is about practical qualities. Sensorial design is about experiences.
8. From Ubiquity to Presence
Ubiquity is seen. Presence is felt.
9. From Communication to Dialogue
Communication is selling. Dialogue is sharing.
10. From Service to Relationship
Service is selling. Relationship is acknowledgement.
