Tom's books about innovation and other things have helped turn the tide. Most companies' revenues today come from new products. So, companies are forced to look to innovators. But companies often don't want to spend money on social scientists and go out and observe what their clients want. Yes, I think so.
People know that how good they feel about anything is based on the whole experience.
Anything can wipe it out. It's more about a simple mind shift from looking at one dimension to looking at the whole experience. Many of us talk about it but haven't made the shift yet to practicing it. We use video to create an enactment of the new experience. The best way to think about it is in terms of seeing the complete experience.