14. Disruptive Service Discover Industry Pain Finance Pain Alleviation Hire for attitude instead of knowledge Prof. Frances Frei - HBS
15. Cheap Technology For new Market No Market Research Gradual Product Improvement Disruptive Technologies Prof. Clayton Christensen - HBS Low Product Performance
16. Consumer Consumers buy, people live; a relationship, not a transaction People From: To: Product Products fulfill needs, experience fulfills desires Experience Honesty Honesty is expected, trust is engaging and intimate Trust Quality Quality is a given, preference is a real connection Preference Notoriety Being known does not mean you are also loved Aspiration Identity Identity is recognition, personality is about character and charisma Personality Function Functionality is understood, feeling is about being experienced Feel Ubiquity Ubiquity is seen, emotional presence is felt Presence Communication Communication is telling, dialogue is sharing Dialogue Service Service is selling, relationship is acknowledgement Relationship Humanistic Marketing Prof. Jan Callebaut – The Synovate Censydiam Institute