These global trends are changing the way we should think about marketing.

I CREATE OR DIE.
Value in the increasingly weightless market is more and more dependent on innovation.
The rise of the creative hubs points the way to a more creative, network-based exonomy.
He who stagnates is lost.

II DEVELOP THE IMAGINARY.
Experiences are always unique, but a handful have the power to become a phenomenon.
A group of people, the fans, gather around an experience and begin feeding each other interactively. Building phenomena is what happens when marketing and what people like meet.

III BE AN ENTHUSIAST.
The ProAm, or Professional Amateur, challenges the professional in the workforce by taking on roles formerly reserved for the trained and qualified. The ProAms may well become the driving force of our whole society.

IV BUILD YOUR MIND.
More and more of the innovations the society needs are hapening in the social and cultural sphere, in the world of ideas. Cultural competence is about having a future.

V RESPECT THE STRANGE.
The ideas of tomorrow can be seen in the undergound right now. Take a chance on emerging talents and strange culture. Beware of the numb.

VI BLEND.
New art and the new economy are all about crossing over. Interact, integrate and improve is the new cool.

VII FIND A HOME.
In the age of liquid tribes you will not relax. But you need a place from where to start your journey. Your international peer group, your fellow enthusiasts, your tribe can be that place, a home.

VIII GET INVOLVED.
The new wave of collective individualism is an answer to the rift between the individual and the wish to belong.The TEH centres build organic communities, they - we - want to get involved.

IX CONTINUE SEARCHING.
We increasingly turn to our employers for fulfilment, and seek to instil consumer goods
with deeper political and identity meanings. We want to make a difference, we want to find meaning.

X LET LOVE IN.
Only out of diversity do we recognise that which truly unites. It all boils down to the meeting, to dialogue, to love.