What's important is not what you say but what your listener understands.
The growing complexity of our information and media society is intensifying our desire for familiar things, for objects that permit a personal relationship. People remain the same from one year to the next, and objects too are not subject to constant change. Today, we are experiencing the phenomenon of a society whose values are changing. Fashions develop into trends, trends turn into developments. Just like the individual, products, services and companies have to embody an "attitude"; an attitude towards changing or existing sets of values in society. This applies both to manual workers and stock corporations.
- Your objects become landmarks.