ABSTRACT
In the transformation economy, the primary buying criterion will be : edification. As an organisation, one should aspire to transform or change people towards a desired state of mind. This corresponds to the very top of Maslow’s hierarchy of needs: self-actualisation. Traditional economic understanding promotes the idea that rewards or monetary gain drives motivation, and hence one rewards top performers. Self-determination, one's own ability to determine the outcome, is important for motivation. While traditional advertising offers little to no interaction, digital opens up unlimited possibilities to interact with people or maybe even get them to take part in a campaign or parts of a campaign. For an organisation or leader there is an opportunity to build a different relationship with people, from being an evangelist trying to impose one's way of thinking to someone who helps people achieve their goals or discover new sides of themselves.
