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A dream is a complete moment in the life of a client. Important and fascinating experiences that tempt the client to commit substantial resources. The essence of the desires of the customer. The opportunity ( or should it be\u00a0AWEopportunity?)\u00a0<\/span>to help clients become what they\u00a0want to be.<\/i><\/p>\n <\/p>\n We shape our words. And then the words shape us.<\/i><\/span><\/p>\n <\/p>\n It’s migration time. Get into the<\/span>\u00a0” Dream Business<\/span><\/em> “.<\/span>\u00a0The<\/span>\u00a0” <\/i>Incredible Imaginings Business<\/em> <\/span>“.<\/i> <\/p>\n My rant here is that\u00a0most of us are still mired in the<\/span>\u00a0Old Economy, Old Product Thinking<\/b>. B<\/span>ut, all of us, MUST, strategically, take pages from and come to grips with the fact that\u00a0<\/span>the winners of tomorrow…will be masters of the dream business.<\/i><\/span><\/p>\n <\/p>\n And the vision is to visualise, imagine totally offbeat, even insane schools, hospitals, enterprises, permutations, combinations providing..so so\u00a0so far from just products and services.<\/span>.” impossible-turned-possible- <\/p>\n The stakes are high. We talked about words shaping us. Here’s the next vocabulary<\/em><\/span>\u00a0s..t..r..e..t..c..h<\/em>: dreams<\/span><\/em>. <\/p>\n Consider this very inspiring\u00a0statement made by former<\/span>\u00a0Ferrari North America CEO Gian Luigi Longinotti-Buitoni.<\/b>\u00a0<\/span>Dreams are his shtick<\/em><\/span>.\u00a0<\/span>Dream products. Dream fulfillment. Dream marketing. Dream provision.<\/span><\/p>\n <\/p>\n ”\u00a0<\/span>A dream is a complete moment in the life of a client. Important and fascinating experiences that tempt the client to commit substantial resources. The essence of the desires of the customer. The opportunity to help clients become what they\u00a0want\u00a0to be “<\/span>.<\/p>\n <\/p>\n Look at the marvellous use of words that\u00a0shape\u00a0dreams- ‘ complete moment’ , ‘ tempt ‘, ‘ desires ‘, ‘ essence ‘, ‘ commit ‘\u00a0<\/span>and the beautiful summarising,\u00a0 ”\u00a0<\/span><\/span>The opportunity to help clients become what they\u00a0want<\/span>\u00a0to be “.<\/em><\/span><\/span><\/p>\n <\/p>\n He continues to articulate the difference between ‘ common products<\/em><\/span>‘ and ‘ dream products<\/span><\/em> ‘:<\/p>\n <\/p>\n Maxwell House versus\u00a0<\/i>Starbucks<\/b><\/span><\/p>\n New Jersey versus\u00a0<\/i>California<\/b><\/span><\/p>\n Hyundai versus\u00a0<\/i>Ferrari<\/b><\/span><\/p>\n Suzuki versus\u00a0<\/i>Harley-Davidson<\/b><\/span><\/p>\n Carter versus\u00a0Kennedy<\/b><\/span><\/p>\n Connors versus\u00a0<\/i>Pele<\/b><\/span><\/p>\n CNN versus\u00a0<\/i>WHO WANTS TO BE A MILLIONAIRE\u00a0<\/b><\/span><\/p>\n <\/p>\n Nothing necessarily wrong with the first part of each of those pairs. Each offers a solid workaday response to some need or another. But the second part…the part that comes after versus..” stuff ”\u00a0<\/i>that all carries\u00a0a dreamlike power<\/span>\u00a0<\/i>that goes far far beyond the realm of mere ‘\u00a0need fulfillment<\/i>‘.<\/p>\n <\/p>\n Longinotti-Buitoni<\/b>\u00a0<\/b>preaches the\u00a0<\/b>marketing of dreams. An idea that he compressed into a word, all of his own making called\u00a0<\/span>‘\u00a0Dreamketing<\/em><\/span>‘:-<\/span><\/p>\n <\/p>\n Dreamketing:<\/span><\/i>\u00a0Touching the client’s dreams<\/p>\n Dreamketing<\/span><\/i>: The art of telling stories and entertaining<\/span><\/p>\n Dreamketing:<\/span><\/i>\u00a0Promoting the dream, not the product<\/p>\n Dreamketing<\/span><\/i>: Building the brand around the Main Dream<\/p>\n Dreamketing<\/span><\/i>: Building ‘ buzz ‘, ‘ hype ‘ ‘ a cult ‘<\/p>\n <\/p>\n And for all the stakeholder apprehension\u00a0about getting into the dream wagon, the financial returns on dream products are miles and miles beyond those compared to common goods.<\/p>\n <\/p>\n So, let’s raise the bar. Way, way, way up. Say experience. Say\u00a0DREAMS<\/span>. Please!<\/p>\n <\/p>\n Dramatically ( or\u00a0Dream<\/span><\/i>atically). Alter<\/strong>. Perspective.<\/strong><\/p>\n <\/p>\n ENDS<\/strong><\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" A dream is a complete moment in the life of a client. Important and fascinating experiences that tempt the client to commit substantial resources. The essence of the desires of the customer. The opportunity ( or should it be\u00a0AWEopportunity?)\u00a0to help clients become what they\u00a0want to be. We shape our words. And then the … Continue reading “Embracing the ‘ Dream Business ‘ . How About Some ” Dreamketing “?”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[277,2002,294,2001,1995,265,266,2003,270,1999,273,276,1997,274,1998,1845,233,1996,2000],"class_list":["post-972","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-california","tag-clients","tag-cnn","tag-desires","tag-dream-business","tag-dreamketing","tag-dreams","tag-essence","tag-ferrari","tag-ferrari-north-america-ceo-gian-luigi-longinotti-buitoni","tag-harley-davidson","tag-kennedy","tag-old-economy","tag-pele","tag-product-thinking","tag-resources","tag-starbucks","tag-suzuki","tag-tempt"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t
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