v

Indifference kills

…if you define your business as laminated locks, by god, that’s the market you’re

going to compete in! - John Heppner, Masterlock CEO

+$11!

To

Simply

Delight You

Every day ?

Don’t settle DON’T SETTLE

Get Emotional

Conclusions ACTION

Basic coffee •  Meets a need

•  Low margins

Easy coffee •  Easy to use •  Meets a need

•  Medium margins

Sexy coffee •  Emotionally pleasing •  Easy to use •  Meets a need

•  Good margins!

Groundbreaking coffee •  Changes behavior! •  Emotionally pleasing •  Easy to use •  Meets a need

•  Solid gold!

Active advocacy

Design Summit

27-10-2005 – 28-10-2005 NH Hotel Amsterdam