Apostar nas experiências

"ReD trained a group of adidas design staff in basic techniques, and sent each of them to spend 24 hours with a customer: to have breakfast, run and do yoga with them, and find out what made them exercise. In a related project, an anthropology doctoral student working for ReD mailed dozens of customers a disposable camera, asking them to photograph something that made them work out. Of 30 women who responded, 25 sent a picture of a little black dress, says Mr Carnes. The company had assumed that most customers were training to be good at specific sports; in fact for many, fitness itself was their “sport”."

Em vez de apostar em atributos:

"A mobile phone, he said, may have 72 functions, but that is 50 more than most people wanted, or used." 

Apostar nas experiências, apostar no que a oferta faz na vida das pessoas.

Trecho retirado de "The adidas method"