Sublime

The Japanese distinguish between atarimae hinshitsu and miryokuteki hinshitsu. The former describes what the customer expects a product or service to do.

Dr. David Lewis • The Brain Sell: How the new mind sciences and the persuasion industry are reading our thoughts, influencing our emotions, and stimulating us to shop

in the love of seasons and the keen awareness of life’s impermanence they still retain a deep appreciation for things wabi sabi—an appreciation impervious to a millennium of change.