Tasks and activities are not well supported by isolated features. They require attention to the sequence of actions, to the eventual goal—that

One cannot evaluate an innovation by asking potential customers for their views.

A person’s self-identity is located within the reflective level, and here is where the interaction between the product and your identity is important as demonstrated in pride (or shame) of ownership or use.

Americans tend to want to excel as individuals, whereas Japanese wish to be good members of their groups and for others to be satisfied with their contributions.

the bottles serve as mementos of those occasions, taking on a special emotional value, becoming meaningful objects,

happy people are more effective in finding alternative solutions and, as a result, are tolerant of minor difficulties.

the behavior others praise differs across cultures. This desire holds both in the most individualistic societies, which admire deviance, and in the most group-oriented societies, which admire conformance.

attractive things make people feel good, which in turn makes them think more creatively. How does that make something easier to use? Simple, by making it easier for people to find solutions to the problems they encounter.

Special items all evoked stories.