The dissatisfied consumer
We know more and more about how the human mind works, and that many of our consumption behaviors are directly linked to human evolution and the adaptation of our primary emotions to the times we live in. The consumer is driven by four basic motivations: to be happy, for love, to stand out, and to […]
Very much of our time
Every generation is a product of its time, and we often believe that what we experience here and now has never existed before. We tend to confuse economic progress and consumer society with the evolution of human behavior. It is clear that, materially and in terms of respect for human values, societies do improve. Yet […]
The Best Perfumer
Legend has it that after the French Revolution, taking advantage of the new era following the fall of the Ancien Régime, a perfumer from Provence settled in Paris’s Place Vendôme. He opened his atelier with a striking sign that read: “The Best Perfumer in France.” Such audacity left the local perfumers bewildered and deeply concerned […]
Start from the End
A concise and clarifying definition of strategy is as follows: “Strategy is the process of generating anticipatory ideas for actions aimed at achieving our objectives in accordance with our capabilities.” Defining a strategy is an intellectual act — it’s like writing a novel but starting from the end, knowing that one day the story will […]