They allow you to be glamourous to the outside world and to be safe within your own world. Susanne Piët, psychologist and communication specialist lecturerd for EE in Club 11 about her concept the Emocode. First the power was with the church, the government, now it is in the market. She sees the market as a huge parc with different experience gardens. The garen of safety, de garden of authenticity, the garden of romance and phantasy, the garden of sensemaking and creating meaning and the garden of identity. People move from garden to garden.Susanne is inspired by the German philosopher Peter Sloterdijk . Marketeers complain that they cannot capture their targetgroup anymore.The power has shifted to the consumer and consumers are involved in co-designing half fabricated products. Nothing is anymore what it appears to be. Everything is experience. The need to express your identity is facilitated by the economy. You are what you are buying. No body buys in teh western world buys a t shirt because he needs one but to express to who he is and where he wants to belong to. Susanne sees these gardens of experiences as sanctuaries, a sanctuary is a place of sacredness, a place of escape, a place to grow and reflect, and a place to study.Sanctuaries are confortzones, there are sanctuary markets for instance of youngsters that just finished their school that that do not know what sort of career to choose in their lives. The basic motivations of mankind are exploration, excitement, and safety, and control of our own environment. The challenge for commerce is to bring together and reconcile these paradoxal needs. Her book(in English) is for sale in our bookstore and on managementbook.nl. read more about the difference between fysical and virtual experiences