"...The roots of Ukemi mean "to receive" or more commonly in martial arts, to be on the receiving end of a throw. The idea is you've prepared not just for success but also for failure (or to be thrown), and can react accordingly."
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"..and it's this refined reaction that can drive emotionally compelling, Proustian Memories. We've all had them. That moment when a wave of sensations and emotions, deeply embedded in your shadowy subconscious, floods back with effortless ease.
In the consumer world, a few common brands are lucky to have this embedded in their offering. The fragrance of freshly ground coffee in Starbucks. The hot-out-of-the-oven cinnamon rolls at Cinnabon. Even our primitive malls bask in the ridiculous buttery balm of Auntie Anne's pretzels. (You're thinking about how good all of those sound right now, aren't you?)"
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"...as I look for examples of really polished consumer experiences, I need not look further than the likes of Amazon, Delta, and Bonobos. Within each, an approach that recognizes the value of both a digital and physical experience arises in fluid concert."
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