Goods and services are no longer enough for consumers: people prefer to spend money on creating memories and experiencing something new, rather than passively consuming. Welcome to the experience's economy.
#1 Try, fail and learn - embrace and drive the change
#2 Customer obsession - deliver WOW through service
#3 Frugality - do more with less
#4 Ownership - deliver sustainable results
#5 Fun & serious - being responsible individually enables collective freedom