I'm just back from a break near Barcelona where the change of pace had me seeing the world through different eyes. We sat and watched some sand sculptors on the beach at Sitges and I was intrigued at how passers-by on the beach-front promenade (many of whom were apparently workers taking a stroll on their siesta-break) stopped to admire the extraordinary work and dipped their hands into their pockets without any further prompting beyond the customary, strategically-placed hat (although one sculptor had added a 'Saving To Buy A New Ferrari' note in the sand which drew lots of laughs and probably a few more euro).
Whilst the sums on offer were not huge, I was struck with how easily we part with what commentators like to call "our hard-earned cash" in the face of creativity and beauty. These same commentators would seem to suggest that we must always have our hard-gotten gains prised from our reluctant fingers but it seemed to me as I sat idling on the beachfront that we are just as likely to happily show the money when we are delighted by what's on offer.
This suggests (to me, at least) a shift in how we might approach the whole selling / buying business for our brands and seek out ways in which we might effortlessly charm a contribution from the pockets of our customers.