Meaningful Consumption
MATT Guida DAMON Pfaff CAITLYN Dietrich KAMA Kaczmarczyk
TREND Report 2014 TEAM Semnificativ CONCEPTUAL T+T ALEXANDER Manu
Table of Contents 0. Introduction
1-3
Core of the Individual
1. Frameworks
4-9
Roadmaps for Understanding
2. Methodology
10-15
Generative Research Trend Strata Mapping Impact Mapping Trend Synthesis
3. Discovery
16-37
Identified Trends Accespectations Sansolitude Seculethics
4. Conclusion
38-39
5. Appendix
40-43
6. References
44-45
Introduction
Core of the Individual In order to begin, our team felt our first task was to define meaning clearly and proceed within that frame of mind.
Apple Dictionary: Definition of Meaning.
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The Topic Our team selected the topic of meaningful consumption because we felt that of all the possibilities, it came the closest to the core of the individual. In other words, all consumption decisions are wrapped up in meaning for the person doing the consuming. Although there are many discourses on what consumption means to society, they are largely laden with the values of the author, or based on conjectured future scenarios. There are far fewer analyses of what consumption means to the consumer them self, perhaps because this is far more difficult question to answer with confidence. Essentially, meaning is a highly subjective topic which is wrapped up in discourses ranging from the universals
of philosophy to the specifics of psychoanalysis. And in order to begin, our team felt our first task was to define meaning clearly and proceed within that frame of mind. Meaning For our purposes, meaning begins with the definition “communicating something that is not directly expressed“.1 Consumables are often explicitly described in functional terms, based on their attributes and qualities; most often from a product-centric point of view. What is not expressed in this case is the meaning to the individual, deep within them self that makes them gravitate to a product — to desire it and to consume it.
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It is important to clarify that to our team, meaning centers around the individual and not a society. We have made this choice, because people experience life from the perspective of the ‘self’. While belonging and connection are key parts of the human experience, the society will not be treated as an agent here, but rather as a method of self-gratification.
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Consumption The way that people access products today is changing rapidly and will continue to do so in the near future.2 In recent years, corporations have found ways to commodify data, time and access in ways that were previously unimaginable.
As a result, we felt that it was critical to approach the concept of consumption with the broadest lens possible. This would allow us to remain responsive to innovation opportunities; which is the purpose of trend watching. We have taken consumption to mean three things: “the purchase and use of goods and services“, “the reception of information or entertainment“, or “an amount of something that is used up or ingested“.3
Trendwatching: (R)etail (R)evolution.
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Apple Dictionary: Definition of Consumption.
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Fig.1 René Magritte: The Treachery of Images
“It is important to clarify that to our team, meaning centers around the individual and not a society.” “It was critical to approach the concept of consumption with the broadest lens possible [...] to remain responsive to [...] opportunities.”
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Frameworks
Roadmaps for Understanding Each of the dimensions can be though of as a keyhole, which requires a key to be unlocked.
Carl G. Jung: Theory of Psychological Type.
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Alexander Manu: The 6 Dimensions of Human Experience.
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Mihaly Csikszentmihalyi: On Flow.
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Daniel Pink: On Mastery & Purpose.
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Barbara Taylor: The 9 Basic Human Needs.
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Meaningful Experience Humans experience the world in terms of meaning, by negotiating between feeling and thinking; and by mediating between stimulus from the world and their internal life.4 By bridging this model with the Eight Dimensions of Human Experience (see: p.6), we were able to synthesize our first framework for the way in which humans find meaning in eperience.5 Each of the dimensions can be though of as a keyhole, which requires a key to be unlocked. These keys have been added at the outside of the diagram; some of which are original contributions and some which are sourced from the literature.6 & 7 For the duration of the document we will refer to these as the Dimensions of Human Meaning.
Basic Human Needs The next framework our group implemented were The 9 Basic Human Needs (see: p.7) which was used to expand each of our Dimensions of Human Meaning (see: p.12).8 Trend Strata The Trend Strata framework was created in order to differentiate between trends that are defined at different levels of abstraction (see: p.8). The highest level, macro, acts at the level of cultural attitudes (ex. Newism). There will be multiple meso level trends for each macro-trend; they act at the level of concepts (ex. Planned Obsolescence). There will be many micro level trends for each meso-trend; they act at the level of ideas (ex. Bio-plastics).
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Flow
External Life
Physical
Social
Intuitive Life
Spiritual
Purpose
Mastery
Occupational
The Individual
Analytic Life
Intellec-
Internal Life
Connection
Understanding
Emotional
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Delight
Security
Expression
Adventure
Community
Freedom
Human Need
Acceptance
Exchange
Expansion
Power
7
Drivers
Macro
Meso
Micro
Signals 8
“The Trend Strata framework was created in order to differentiate between trends that are defined at different levels of abstraction�
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Methodology
Generative Research This constituted a “Play Space“ which allowed us to explore the most opportunities possible without getting stuck on popular blog topics. Generative vs Evaluative While evaluative research helps to collect opinions or make decisions between predefined ideas, generative research is used to create potential directions for inquiry.9
AC4D: Generative Design Research Methods.
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Alexander Manu: The Imagination Challenge 10
Process Our group harmonized the Dimensions of Human Meaning framework, with the Basic Human Needs framework to create a . By applying the 9 Needs to each of our 6 dimensions (ex. Emotional-Security, Social-Expansion, etc.) we were able to generate 54 Modes of Meaning which helped to guide our group inquiry and internet research. These modes constituted a “Play Space“ which allowed us to make sure that we were exploring the most trend
opportunities possible without getting stuck on popular blog topics like ‘Fair Trade’.10 Results By comparing these 54 Modes to signals in the world we were able to understand the affinity between signals and build our own trends from these groupings.
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Purpose
Delight
Faith Quest Choice Sacrifice Wisdom Help Fate Symbiosis Practice
Love Excitement Confidence Empathy Adjustment Feeling Self Respect Relationship Expression
Understanding Evidence Imagination Creativity Debate Intelligence Learning Truth Discipline Teaching
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Flow
Connection
Health Travel Freedom Trade Strength Growth Submission Sexuality Action
Norm Extroversion Democracy Communication Social Status Appropriation Conformity Community Culture
Mastery Skill Venture Trans-disciplinary Multidisciplinary Leadership Promotion Responsibility Craft Result
Trend Strata Mapping The next problem was how to take the identified signals and trends from our research and turn them into useful insights.
Connecting the Dots The next problem to be faced was to figure out how to take the identified signals and trends from our research and turn them into useful insights. The team needed to find where the holes were in our research and understand how to group the content. The trend strata mapping process was created to deal with this issue. Process Research content and trends were compiled on post-it notes, described to the group and voted on for whether they were macro, meso or micro-trends, drivers or signals. Each grouping was expressed as a column. The content in the columns was then ordered to create groupings
and then aligned into Trend Strata cones (see: p.14). Results The grouping process allowed the team to go from about 40 research nodes to 9 key Meso-Trends (see: p.17). By developing the cones further the team also reached 3 Macro-Trends. These trends were seen to be the most significant for two reasons. First, because they summarized why humans were driven to participate in some of the most compelling and disruptive trends we had discovered. Second, because they were at a higher level of abstraction, they could be used to generate diverse consumer innovation opportunities later.
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Macro
14
Meso
Micro
“These trends...summarized why humans were driven to participate in some of the most compelling and disruptive trends...discovered. �
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Discovery
Identified Trends The group identified our list of trends because they were either pervasive, disruptive or a blend of the two.
The Long List The process work from the previous section led to a number of key trends which are described here. The group identified our list of 9 high impact trends that we felt were compelling because they were either pervasive, disruptive or a blend of the two. The meaning of the trends to the individual is listed however money and time were not listed because they are currency for (nearly) everything and therefor reduce the clarity of the analysis. 1. Feelings to Go Having the ability to induce any feeling that you desire using on-demand media (especially fixed length media like Vine or Instagram). The core meaning
is primarily emotional adjustment and feeling. Ex. Youtube: Cat Videos or Vine: Funny 2. Infobesity Having access to information on-demand which affords a compulsive relationship or overload (search first and contemplate never). The core meaning is primarily intellectual evidence and learning. Ex. Google or Wikipedia 3. Awareness Control Having the ability to ideologically craft your digital life by blocking ideas, content and stimulus from your digital spaces which conflict with your beliefs. 17
The core meanings are spiritual faith, emotional adjustment and intellectual truth. Ex. Facebook or Twitter Feeds 4. Distant Participants Having the ability to participate in an event as it happens from a distance, by communicating with people who are at the scene. Also being able to influence outcomes with communications or by acting as a digital witnesses. The meanings are spiritual faith, choice, social communication and democracy. Ex. Twitter or Youtube Comments
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5. Faceless Communications Having the ability to discuss, argue or agree with people about whom you
have no typical contextual cues (ie. social constructs or body language). The meanings are emotional expression, social democracy and a leveling of social status. Ex. Social Media or Web Comments 6. Analysis Dialysis Having the ability to make changes to your online behaviour as a result of feedback and data. This process helps to reinforce the behaviours that followers find most interesting and undermine the behaviours they do not respond to. People feel less of a need to ‘like’ things just to be polite, whereas in person people are more likely to give
Fig.2 Geo Volpe: Forest Nymph Vine Feelings to Go
socially appropriate positive responses. Ex. Facebook Likes, Youtube Dislikes or Instagram Hearts 7. Samsara of Things Having the ability to share products in a cycle of use and reuse (based on the samsara of reincarnation) in which the users do not interact with one another. The meaning is primarily spiritual faith, fate and symbiosis. Ex. Kind Exchange, Zipcar or Bixie
Fig.3 Robert Cohen: Ferguson, Missouri Distant Participants
8. Connected Consumption Having the ability to share products in a way that creates connections and facilitates personal interactions between the multiple users in the system. The meanings are spiritual symbiosis and
social connection and extroversion. Ex. Lyft, AirBnB or Craigslist 9. Self Reliance Having the ability to use technology, materials and spaces to be more self-reliant — allowing individuals to create their own consumables that they would otherwise purchase. The meanings are spiritual choice, practice, intellectual creativity, skill and mastery. Ex. DIY, Making and Hacking
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Accespectations
Demands for Data The digital push toward a sense of entitlement to access of information, utility and pleasure.
Description Accesspectation is a portmanteau of the words Access and Expectation. It is based on the idea that as a result of on-demand media technologies there is a pervasive expectation that we should be able to have access to what we want, when we want it, in a digital setting. This could be in the form of information (intellectual, occupational), media (emotional, spiritual) or software (occupational, social). As a result of constant availability we use these consumables compulsively although it would be beneficial to problem solve and find solutions independently. We also have the ability to provide ourselves with stimulus that we can use to intentionally trigger any emotion at any time from comedy, to
excitement, to cuteness. If the consumable we desire is not legally available we will often access it by means that casually violate copyright laws. Drivers 1. Mobile technologies are causing connectivity to be the default mode of existence. 2. On-demand digital media services that afford the ability for users to interact with media of their choice at their own convenience. 3. Digital file-duplication which allows one copy of a movie or program to become as many copies as desired at any moment.
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5. The fact that digital action and behaviours are perceived to be personal information which should be private to the consumer (a concept which is potentially in flux itself ).
would never steal from someone in a physical space, but have been conditioned digitally to expect instant gratification to the point that their own personal meaning is prioritized over social norms surrounding theft. It is also possible that the feeling of transcendence provided by all things being literally connected replaces the compulsion to feel transcendentally connected to a specific set of morals.
Results These drivers lead to an underlying sense of control and entitlement which causes people to behave compulsively or consume pirated materials with little concern for the owner’s intellectual property. Often, these consumers
Signals Sites and apps like Youtube, Vine, Buzzfeed, Tinder, etc. allow the user to consume short pieces of emotionally focused media giving the user a raw material to be used for emotional control. The very idea of ‘viral‘ shows
4. An array of digital sharing services that include streaming, to cloud computing that allow users to send or receive what they want, when they want it.
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Fig.4 Terry Crews: Old Spice - Viral Video
Fig.5 Piratebay.Se: Torrent Site - Piracy
how pervasive the instant gratification movement is in today’s society. Tracking and awareness is also entering an affective sphere with quantified self apps like Mood Panda which is intended to reinforce this sense of control, but also giving a desire for pleasure and delight a social pride of place. Free access sites like the Google suite of apps, Facebook, Twitter, etc. give consumers functions they desire for free in exchange for their data and attention. This business model gives people the sense that services should be free and always available. This sense of control is reinforced by privacy controls, newsfeed controls and the ability to strategically make it
so that you aren’t even confronted with things you do not wish to be aware of. Implications 1. Increased access to the things that bring a person the most meaning in a mobile setting can be positive, but has the potential for this to become an expectation that leads to piracy due to a perceived access entitlement. 2. Users are able to experience extreme emotional control in introverted settings, which provides meaning through emotional stimulation and security, however this may potentially reduce their ability to emotionally adjust in social settings.
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3. Access to a wide array of constantly updated information which helps solve problems and free the user to focus on behaviours that are more meaningful to them, while potentially reducing critical thinking skills, creativity and intuition. 4. Reduction of clutter and undesirable information from the consumer’s search for interest and meaning, with the potential of creating an isolated perspective and confirmation bias based on the user’s belief system.
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Fig.6 Facebook: Newsfeed Curation Sense of Control
“As a result of constant availability we use these consumables compulsively�
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Sansolitude
Constant Connections A push toward reliance on constantly connected social interactions and stimuli as a source for meaning and pleasure. Description Sansolitude is a portmanteau of the words Sans and Solitude. It is based on the idea that constant connectivity is creating an environment where humans derive pleasure and meaning from constantly participating in communities of interest, feedback and emotion. As a trend it represents a push toward extroversion, democratization, influence, fitting in, and other aspects of socially meaningful consumption. As a result of the need to consume in ways that emphasize participation and interactions between people, consumers gravitate to products, platforms and features that provide them with instant connections to mutually interested individuals or groups such as
Twitter Hashtags. We also strive to influence events through witnessing of corporations, police officers or breaking news by partaking in discourse with participants on the ground as news unfolds. We bring conversations with us into intimate settings like the toilet because of the disconnected nature of text communication without context and morph our behaviours to receive the most likes, views or interactions. Drivers 1. Constant connectivity via: social media, smart technology and a host of other digital products and platforms. 27
2. The way in which technology platforms design interactions to afford pro-social behaviour; including sharing features, positive forcing functions (‘hearting’ only). 3. Embedded trend following functionality such as ‘likes’ pushing a story to the top of a Facebook feed, or ‘hashtag‘ trending on twitter. 4. The ability to interact outside your real world group of friends on social media platforms. 5. News outlets treating social media as newsworthy input for their reporting process. 28
Results These drivers lead to a sense of being always plugged in and craving these constant interactions to feel meaningful and valued by others. This influences consumers because they become more involved in non-local issues and trends. This means that individuals in Toronto politics or buying trends may be influenced by events in Ferguson Missouri while conversely the opinions and attention of people in Toronto have the ability to influence the course of the Ferguson protests by reaching participants on the ground. Signals Ferguson, Missouri became the center of media attention when an 18 year
Fig.7 Heartbreak Rell: If They gunned Me Down - Sense of Participation
Fig.8 Wikileaks: Collateral Murder - Agency Through Viewing
old was shot down by police. Civil rights activists, media outlets, and users of social media took to their devices to voice their concerns and intervene remotely in the event. The hashtag #Iftheygunnedmedown trended online as people from all over the world participated from afar, utilizing their consumption of social media sources, data, and news in a manner that impacted news, opinion and actions on the ground. Of the plethora of constant connection tools one of the most valued is currently Whatsapp which allows people a blend of instant messaging, calling and profile features. The level of valuation of these organizations is in itself evidence of the power and per-
ceived significance in the speculative market. Image management plays a major role as both a cause and an impact of constant social connection. The ability to consume meaning in the form of self image and use that as fuel for social communities has a powerful draw for consumers both young and old. Implications 1. Increased involvement in the production and consumption of opinions about current events and the public sphere as it happens has the power to influence outcomes and catalyze actions in the real world. Potentially these spheres of opinion have the potential to be radical and
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decontextualized as they are proximally remote and the participants may have no stake invested in the outcome.
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2. A move toward communications between individuals who do not know each other and are using technology that does not embody their emotions, body language and visual identity politics creates a space that allows them to interact intellectually and socially without the boundaries of gender, race or other social constructs. This barrier free environment also has the potential for great assumptions and to be alienating to people who derive meaning from socially constructed self definition.
3. Individuals begin to separate from some of their meaningful desires based on feedback about their behaviour from social media hits and responses. In order to achieve social acceptance and build communities around themselves people begin to stress the image of consumption as being more meaningful than the act itself. 4. Individuals desire the feeling of being in communication with people. With the potential for others to reject the constant barrage on information or require new ways to deal with the attention requirements and deFig.9 Rihanna: Sittin’ mands for access which their social On Tha Toilet circles demand. Constant Connection
“Consumers gravitate to products, platforms and features that provide them with instant connections to mutually interested individuals�
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Seculethics
Modern Morality “A push toward a new morality characterized by the judgment of secular experiences based on how they support purpose and belief driven values” Description Seculethics is a portmanteau of the words Secular and Ethics. It is based on the fading of participation in confessional religion which has led people seek purpose driven stimulation in other aspects of human experience. As a trend, it represents an effort to supplement spiritual meaning in the form of morality, rebirth, choice or sacrifice through consumption. As a result of the desire to find spiritual meaning disguised within other more ‘acceptable’ aspects of human experience we begin to seek ‘afterlives’ for objects by locking them into cycles of reincarnation such as thrift and vintage shopping or shared uses like Zipcars. We also seek to build spiritual communities by sharing consumables to-
gether with purpose such as Lift. If we wish to take on a more ascetic role we may follow a quest for meaning by creating our own DIY or growing our own vegetables. Finally people may chose to pay alms or sacrifice by paying more for fair trade, using less, or buying for brands that donate to causes. Drivers 1. Made possible by maturing global economies that allow small corporations, NGOs and individuals to access overseas markets and create interventions which are affordable within their value chain. 2. Social media, the internet and big data all play roles in the public being
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able to audit corporate behaviour while also giving the market a platform from which to be hyper-critical of brands and their ethical leanings. 3. As a result of a mix of slow growth economies and dematerialization of products; many consumers are seeking to consume less, but make those purchases count for more but attaching the spiritual meanings to them.
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Results These drivers lead to a public sphere that is both conscious and questioning with respect to the role of capitalism in a purpose driven human experience. These attitudes influence the market
because the creates a public push for corporations to behave differently toward customers, employees and the environment. There is the potential within the set of services that cater to this trend to bring people together in collaborative sharing and unite communities around shared resources on which they depend. This trend can have far reaching implications, but as we will see is heavily dependent on cultural attitudes toward personal space and sharing. Signals Perhaps the biggest signal of seculethics is a search for meaning from employment and purpose in a corporate setting which is far more prevalent
Fig.10 Daniel Pink: Purpose Maximizers Spiritual Occupation
Simon Sinek: Start With Why
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Daniel Pink: What Motivates Us
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Stefan Sagmeister: Happiness By Design
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Fig.11 Toms Shoes: One for One Sacrifice Through Purchase
than for previous generations entering the workforce. Ideas related to purpose driven living especially those of Simon Sinek11, Daniel Pink12, Stephen Sagmeister13 and Maslow all revolve around the idea that transcendent purpose are among the highest things humans aspire to. Reuse and up-cycling have become significant trends in the fashion industry and indie and music scenes. The idea of taking old objects, forms and styles and revitalizing them for the current times can provide a spiritual connection to history, stories, the environment, etc. Services like Air BnB, Lyft and Couch Surfing allow not only experiences which would not otherwise exist and
a huge socially connected community to become a part of; but also the ability to sacrifice, share and give to those in need. The underlying ethic of sharing and a greater purpose for human communities is evident throughout these organization’s communications. Community and urban gardens allow consumers to escape somewhat from what they may see as the negative superstructure of capitalism. This provides participants with a sense of power and choice. Self reliant consumers have a sense that they are behaving more ethically by taking responsibility for their own impacts. Implications 1. Increased sharing of objects and
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resources in a way that changes consumer’s sense of comfort with used objects and increases their comfort level for collaborative consumption, but with the potential to reduce consumption of new products because far fewer resources are needed per consumer.
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2. Users are able to build communities and social networks based on the connections that are facilitated by shared objects and experiences. Consumables have the potential to become nodes around which consumers relate to each other in communities of interest. The potential complexity is that interactions between people are not standard-
ized service experiences and therefore the behaviour of individuals can impact poorly on perceptions of entire service. 3. Individuals develop their ability to problem solve and look for information in the world. By living a life where consumers challenge themselves to derive happiness from taking responsibility for their own consumption, they have the potential to develop their critical thinking skills and achieve a sense of mastery and purpose. Fig.12 AirBnB: New York Page Connection Via Consumption
“As a trend, it represents an effort to supplement spiritual meaning in the form of morality, rebirth, choice or sacrifice through consumption.�
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Conclusion
In Summary “These trends have the potential to influence business models, products, services and consumer attitudes toward markets.�
Process Our team based our inquiry on model from the literature, but also used new processes to match the problems at hand. This is detailed above so that these assumptions are clear, but also to allow anyone trying to make use of this report to question and expand on this work. Key Takeaways We identified three trends named: 1. Accesspectations 2. Sansolitude 3. Seculethics We chose these to be the most significant trends of the moment due to the fact that they have the potential to be both pervasive and disruptive.
What Next These trends have the potential to influence business models, products, services and consumer attitudes toward markets. By acknowledging these trends and their underlying desires, organizations can open themselves to innovation opportunities. In attempting to satisfy these underlying desires, organizations can either provide new solutions for the same problems to create incremental improvements, or re-contextualize these desires to create solutions in new spheres which are more disruptive in nature.
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Appendix
Fig.13 Dimensions of Human Meaning Map - Includes Modes of Meaningful Needs
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Fig.14 Mapping Trends to Dimensions of Human Experience
Fig.15 Trend Strata Voting Process
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Fig.16 Trend Strata Mapping Process
“One should not want. One should love.” 14
Alexander Manu: Quoting Federico García Lorca - Imagination Inspiration Evasion 14
References
1
Apple Dictionary: Definition of Meaning.
2
Trendwatching: (R)etail (R)evolution. http://trendwatching.com/trends/ etailevolution/
3
Apple Dictionary: Definition of Consumption.
4
Carl G. Jung: Theory of Psychological Type. http://www.myersbriggs.org/my-mbtipersonality-type/mbti-basics/c-g-jungstheory.htm
Alexander Manu: The 6 Dimmensions of Human Experience. http://www.ocadu.ca/Assets/documents/ alex-manu-presentation.pdf
5
13
Stefan Sagmeister: Happiness By Design https://www.youtube.com/watch?v=eZpH9g_jeY
14 Alexander Manu: Quoting Federico García Lorca - Imagination Inspiration Evasion http://www.ocadu.ca/Assets/documents/ alex-manu-presentation.pdf
Fig.1 René Magritte: The Treachery of Images http://upload.wikimedia.org/wikipedia/ en/b/b9/MagrittePipe.jpg
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Daniel Pink: On Mastery & Purpose. https://www.youtube.com/ watch?v=Y64ms-htffE
Fig.4 Terry Crews: Old Spice - Viral Video
8
Barbara Taylor: The 9 Basic Human Needs. http://www.itstime.com/jun97.htm
Fig.6 Facebook: Newsfeed Curation - Sense of Control
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AC4D: Generative Design Research Methods. http://library.ac4d.com/d/AC4D_ designlibrary_GenerativeDR.pdf
Fig.7 Heartbreak Rell: If They gunned Me Down - Sense of Participation http://www.bellanaija.com/wp-content/ uploads/2014/08/If-They-Gunned-MeDown-August-2014-BellaNaija.com-09.jpg
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Simon Sinek: Start With Why https://www.youtube.com/ watch?v=sioZd3AxmnE
12
Daniel Pink: What Motivates Us https://www.youtube.com/ watch?v=Y64ms-htffE
Fig.12 AirBnB: New York Page - Connection Via Consumption http://www.bkreader.com/wp-content/ uploads/2014/04/airbnb_nyc.jpg
Fig.3 Robert Cohen: Ferguson, Misouri - Distant Participants http://www.theepochtimes.com/ n3/871106-guide-to-developments-in-stlouis-police-shooting/
Mihaly Csikszentmihalyi: On Flow. http://www.pursuit-of-happiness.org/history-of-happiness/mihaly-csikszentmihalyi/
Alexander Manu: The Imagination Challenge p.128 The Imagination Challenge
Fig.11 Toms Shoes: One for One - Sacrifice Through Purchase
Fig.2 Geo Volpe: Forest Nymph Vine - Feelings to Go
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Spiritual Occupation http://www.bobsearch.com/wp-content/ uploads/2010/12/dan-pink-animation.jpg
Fig.5 Piratebay.Se: Torrent Site - Piracy
Fig.8 Wikileaks: Collateral Murder - Agency Through Viewing https://www.youtube.com/ watch?v=5rXPrfnU3G0 Fig.9 Rihanna: Sittin On Tha Toilet - Constant Connection Fig.10 Daniel Pink: Purpose Maximizers -
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