Another dimension of dynamic competitive strategy is how customers feel products and services at an emotional level. “Buyer power” from Porter’s five forces is very much governed by emotional value. To examine this deeper we look at customer’s perspective first through “motivator – hygiene factor” analysis. We look at a number of examples including BMW, Travelodge and also hot Bikram Yoga, also at the value-over-time curve and then the System of Customer Value. We then translate emotional value into economic value.