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April 14, 2006


Mitch Anthony

Jennifer. This is great thinking. I've "Long-tailed" it at my blog:

Cheers, Mitch Anthony
Titanium. Brand design and development


Great post Jennifer. I thought you might be interested in this take on Maslow's research I stumbled on some time ago. Enjoy:



Two companies that I'd like to highlight are Mini Cooper and Peet's Coffee, a Bay Area institution. I find that both groups seem fanatical in their love and appreciation for those products. Mini with Fun. Peet's with Quality. BTW, Peet's aficionados are called 'Peetniks.'

I enjoyed this article very much.

Colby Stuart

Jennifer - Values play such a big role in our Web 2.0 experience. Read Don Beck's work on Spiral Dyanmics - he has pretty much defined how different people engage with Web 2.0. I prefer the work of Graves (his teacher) because it works with much more contextual contraditions. Our unique value system defines our choices and drives our behavior, ultimately shaping our purpose. This seems to apply to brands as well. It explains why people are transforming markets into communities by chosing their role as citizen over consumer in many contexts. Nice posting.

Neville Hobson

Jennifer, that's an extremely interesting way of projecting the original Maslow hierachy.

Human needs as an ecosystem in the context of Web 2.0. Hmm, that's an interesting concept.

Thanks for the thought-provoking post.

Claudio Toyama


Very interesting that you regard Starbucks so highly. When you mention 'friendly employees', it seems that you are talking about a completely different coffee chain as the one we can find here in London (UK).

I've experienced some really bad service in a couple of stores and, when talking to friends about it, at least 80% of them said they would think twice before coming back to one. It seems that here in London it's now becoming a place for tourists to go but not locals.

It would be great to do a study on the impact of cultural differences on the overall customer experience.



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