We’ve been riding on a wave of consumerism since the best part of last century, much product of the industrial and services revolutions, the reality is that the amount of products and services outpaced even the most wild thinkers.

There’s just too much of everything!

Choices are good, but hard to make! Product features first, Product design next used to be central to developing new products and attached services, but clearly we’ve passed those days, so if it’s not about features, nor it’s design how do we create meaningful and attractive differentiation for our future products and services propositions?