Martin Lindstrom LIVE at BRAND MINDS 2020

If you want to improve the UX, you should put yourself in the shoes of the customer. Try to live what he/she is living. Over time, working on a product, we lose the sense of touch with the customer. We lose our emphaty.

Don't be afraid to do business. The hard times create opportunities to build your brand. You need to see the world with a new point of view. The customers need you the most in the time of need. Try to give them something that they never experienced in a moment like this

For example: Someone stole your wallet and you quickly call to the bank, where your credit card is open. The prompt action from them will make you appreciate the bank more. If they would make you sign a form, wait in line etc etc, you should be nuts to stay with them

When someone pours you sake in the glass, they will put more then the volume of the glass, spilling a part of it.

Why?

Because they are used to give more then others expect. So, this can be translated in business as under-promise and over-deliver.

Critical Pilars:

• Trust
• Evangelism

Esential Pilars:

• A clear purpose
• Storytelling
• Symbols

Necessary Pilars:

• Sense of belonging
• Sensory appeal
• Authenticity

Desirable Pilars:

• Rituals
• Grandeur

On the long run, the majority of the big brands will disappear and their place will be taken by milions of micro-brands appearing in local communities because the people start to skrink their social circle and will need to feel safe.