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Completely
Personal
Experience
(CPE)
Understanding
and Shaping
the Customers’
Psyche




Giant
Chief Innovation Officer
giantandgiant@gmail.com

Creative Thinking




                           Image by Pink Floyd
Completely Personal Experience

       CPE
?
LOVE*HATE


       CPE   Completely Personal Experience




                                              Image by Pink Floyd
CPE   Completely Personal Experience




                                       1.431.160
CPE   Completely Personal Experience




              No Boundaries, Age, Gender, Psychography
CPE   Completely Personal Experience




                                       $ 4.070

                                       $ 2.800
Milestone




                            Completely
                      CPE   Personal
                            Experience


                            Next
                            Battle

              Brand




Product
Maslow’s Hierarchy of Need



                  Self-Actualization   Pursue Inner Talent
                                       Creativity   Fulfillment


                                        Achievement      Mastery
                    Self-Esteem             Recognition     Respect

                                               Friends
                  Belonging - Love               Family
                                                    Lover


                                                      Security    Stability
                       Safety
                                                        Freedom from fear

                                                            Food
                    Physiological                            Water
                                                              Shelter
Fulfillment

              Creativity

Pursue Inner Talent          Self-Actualization

      Recognition                                 Achievement
                               Self-Esteem
       Respect                                     Mastery
     Friends
                             Belonging - Love        Lover
     Family




                                                                       CPE
  Security                                               Freedom
                                  Safety
  Stability                                              from fear
                                                                             Completely
 Food
                               Physiological                 Shelter         Personal
Water                                                                        Experience
              Maslow’s Hierarchy of Need




                                                                       Loyalist



                                                                       Sensible
Spiritual


                            Indulgence

Enlightenment
                                State of Mind



                CPE
                        Completely
                        Personal
                        Experience



                                          Logic+Emotion

  Experience    Loyalist                        Visual


                                                   Secondary Need


                                                         Logic

  Basic Need     Sensible                                   Physical

                                                                 Basic Need
Logic                             Emotion

                                              CPE



    Experience                Honesty
Wish Fulfillment   Loyalist   Intimacy




     CPE

                                        CPE
Creating Completely Personal Experience



Purpose
Sentimental Value
Avatar




                                          Image by Pink Floyd
CPE                 Purpose
Purpose

Sentimental Value

Avatar




                                                          Consistent
                          Functional                        Steady
                                                            Expected
                          Useful                            Persistent
                          Advantageous
                          Valuable

                                         Future Proof
                                            Reliable
                                            Reputable
                                            Respectable
Functional
useful
advantageous
Valuable




Useful         Advantageous




                              Valuable
Democracy
Information Crosses all Borders




                    Purpose
                  Functional
Future Proof
       Reliable
       Reputable
       Respectable
                     Respectable




Reliable




                       Reputable




                                   Purpose
                          Future Proof
Purpose
Future Proof
Consistent
  Steady
  Expected
  Persistent




                                       Steady




                                      Expected

                                   Purpose       Persistent
  Sam SOCIAL NETWORK Portfolio
                                 Consistent
Purpose
Consistent
Kosmetika Indonesia




                        Purpose
                      Consistent
S e n t i m e n t a l Va l u e
CPE                 Sentimental Value
Purpose

Sentimental Value

Avatar




                                                             Connect
                              Story                            Engage

                              Simplicity
                              Unexpectedness
                              Credibility

                                               Contrast
                                                Contradict
Story
Simplicity
Unexpectedness
concreteness




                 Sentimental Value

                    Story
Sam Branding and Design Portfolio




Low Tar & Nicotine ?




                                    Sentimental Value

                                       Story
Walkman                             iPod
 Black                              White
12 Song                          12000 Song

                    Contradict


          Sentimental Value

          Contrast
Makan Sepuasnya




                  Sentimental Value

                  Contrast
Engage




         Sentimental Value

         Connect
Tukul Arwana




               Sentimental Value

               Connect
Sam Branding and Design Portfolio




Sentimental Value

Connect
Avatar (spiritual projection)
CPE                 Avatar
Purpose

Sentimental Value

Avatar




                                                           PrimeMover
                         Conditions                          Concreteness

                             Similarity



                                          Enlightenment
                                             Experiences
Similarity
     AVATAR

   Condition
Kesuksesan BlackBerry di Indonesia selain biaya yang rendah juga
kecanduan berkirim pesan dan posting Facebook




                                AVATAR

                             Condition
Experiences



    AVATAR

Enlightenment
AVATAR

Enlightenment
Concreteness




    AVATAR

PrimeMover
AVATAR

PrimeMover
Mainstream


                                Clique



                   PRIME-MOVER             Loyalist

CPE
      Completely
      Personal             Enlightenment
      Experience




            Individual
CPE Cycle

                       CPE

                                                     Threat
        Awareness                Mainstream
                                                     Advantages

                     CPE
                                        Innovation
                     Cycle

        Primemover               Loyalist




                     Community




                                                       Image by Pink Floyd
Functional   Future Proof   Consistent



                                          Purpose




                                           CPE


 Sentimental Value                                                    Avatar
Story   Contrast   Connect                                      Conditions   Enlightenment   PrimeMover




                                                                                         Image by Pink Floyd
Completely personal experience cpe

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Completely personal experience cpe