We usually need to ask ourselves what people are doing with what we have. Here we can think of context and content. What are people doing, and where? How are they doing it, and why? They are facts within a space. This can further the attitudes of people and evaluations of “something”. Who cares about attitudes? This is what people believe. We usually do things based on what we believe, so please do not disregard attitudes.

If a user likes something, they will do one thing. If they dislike something, they will do another. Then we move on to experiences. They are foreshadowed. Then we work based on our attitudes, and finally, we focus on what is actually being done.

Does this sound trivial?

It’s not. We ask questions. We ask questions about people. We ask questions about products. We do the same for services. Then we bring them together and see how they can work together. We can see what’s actually being done, of course, and that may matter most, but determine how they can be used as well. That is where we fall short. That is why a frame of reference is necessary.

In attitudes, you may want to consider a final thought. We rely on guided actions. When we know little about things we do nothing. Innovations have dwelled in this space, and they have failed. Be open to situations that move into workable concepts.