- Design - Moving beyond function to engage the sense.
- Story - Narrative added to products and services - not just argument. Best of the six senses.
- Symphony - Adding invention and big picture thinking (not just detail focus).
- Empathy - Going beyond logic and engaging emotion and intuition.
- Play - Bringing humor and light-heartedness to business and products.
- Meaning - the purpose is the journey, give meaning to life from inside yourself.
This book was written in 2005, in retrospect lots of it are now self-evident, so it was boring to me (developing a hatred for confirmation bias). Nevertheless since there is so much clarity in his clairvoyance, I am looking forward to read his new book - Drive:The surprising truth about what motivates us.
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