Chapter 5: Design for Desire The New Product Prescription
Fueled by global communication of information, infotainment, and pure entertainment, individuals around the world have access to the latest changes and emerging ideas, and change occurs with ever quickening pace. What is the next step in the progression from commodity to good to service to experience? There are many potential next steps. One of them is fantasy. Fantasy, according to one definition,2 serves the purpose of fulfilling a wish or psychological need. People not only want to experience their environment, they want to project their environment and their emotions about that environment to a deeper level of desire. They do not want to just participate in the experience; they want to live it. They already live one experience, the reality of their own lives. Fantasy is a desirable experience that, at least currently, is not that reality.