Mike Renaud

A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.

The ability to subtract features is the rare gift of the true communicator.

“The artists who were pioneering the modern movement in the visual arts looked widely for inspiration, breaking away from the old hierarchy of ‘high’ and ‘low’ that had long divided visual culture into fine art and decorative art,” said business historian Regina Lee Blaszczyk. 

Think of this scale as form of Richter scale to get a feel of how bad the hype is. A new technology doesn’t have to move through every single level but it most likely will at least reach level 3.