Dream Society and Happiness as a value in iTraining

Jul2_Lovisa_2009 013 Dream Society profiles the six major markets that target our basic emotional needs that are listed below the picture of Father Christmas.

These form the foundation of the Dream Society.

I learned about the Dream Society book this morning through a radio program discussing audio advertising and realized that this could explain one of the corner stones of iTraining and the values behind it.

Happiness | Wellness Society | Sustainability | Energy intensive | Productive | Profitable | International

The book provides examples of successful companies, like Nike and Rolex, that already understand those markets, and meet and profit from them. It emphasizes the necessity for all organizations to harness these markets so they can thrive in the future.

Those needs for:

  • Adventure
  • Togetherness
  • To care and be cared for
  • To define ourselves
  • To feel safe and secure
  • To demonstrate our convictions

These form the foundation of the Dream Society. The book provides examples of successful companies, like Nike and Rolex, that already understand those markets, and meet and profit from them. It emphasizes the necessity for all organizations to harness these markets so they can thrive in the future.

We as a society need stories of success of the will to achieve regardless of the cost, and we are willing to pay for them. The best story The book's conclusion is that emotions will become increasingly important in the marketplace; thus the story that sells best will be the one appealing to emotions. The tangible product will become a byproduct. Maybe best illustrated if one pictures meeting a friend who has been shopping, happily exclaiming - I bought the loveliest story about loyalty and then this watch came along with it. The work was initiated from the perspective what do I know what do I believe.

The book embraces the longer perspective of hindsight, connecting present and past and offers a well documented and thoroughly researched idea of how the future could turn out on this background in the market place as well as in management.

Buy it here!

Read more on The Dream Society and read reviews on Amazon.com

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