or knowing what we are interested in up to the point where we know that the precious 1 hour of free time we have tonight we would like to invest in the fall - winter 2007-2008 fashion show of Dolce & Gabbana - because this is exactly what we would Let us stop for a second and talk about time - our own time as an investment. It is never enough and while new technology is making things faster instead of increasing - our available time is constantly decreasing. And this happens to our consumers as well - they face the same challenge.

Their time is becoming a scarce resource, which they are becoming very careful where they are investing it in. And if you start looking at your time, at consumers time in terms of investment - the whole dialogue changes. Because then the old-time concept of "passing time" be it in front of a TV or anywhere else for that matter is gone.

Time is too scarce to waist it. You have too little of it to afford to do that. And this is when we as consumers, all consumers become very careful how they "spend" it and on what. Because nowadays new technology offers us a choice - to sit in front of the TV zapping from channel to channel in search of what someone else have chosen to show us tonight or knowing what we are interested in up to the point where we know that the precious 1 hour of free time we have tonight we would like to invest in the fall - winter 2007-2008 fashion show of Dolce & Gabbana - because this is exactly what we would l

as well - they face the same challenge.

Their time is becoming a scarce resource, which they are becoming very careful where they are investing it in. And if you start looking at your time, at consumers time in terms of investment - the whole dialogue changes. Because then the old-time concept of "passing time" be it in front of a TV or anywhere else for that matter is gone.

Time is too scarce to waist it. You have too little of it to afford to do that. And this is when we as consumers, all consumers become very careful how they "spend" it and on what. Because nowadays new technology offers us a choice - to sit in front of the TV zapping from channel to channel in search of what someone else have chosen to show us tonight or knowing what we are interested in up to the point where we know that the precious 1 hour of free time we have tonight we would like to invest in the fall - winter 2007-2008 fashion show of Dolce & Gabbana - because this is exactly what we would

e dialogue changes. Because then the old-time concept of "passing time" be it in front of a TV or anywhere else for that matter is gone.

Time is too scarce to waist it. You have too little of it to afford to do that. And this is when we as consumers, all consumers become very careful how they "spend" it and on what. Because nowadays new technology offers us a choice - to sit in front of the TV zapping from channel to channel in search of what someone else have chosen to show us tonight or knowing what we are interested in up to the point where we know that the precious 1 hour of free time we have tonight we would like to invest in the fall - winter 2007-2008 fashion show of Dolce & Gabbana - because this is exactly what we would

sumers, all consumers become very careful how they "spend" it and on what. Because nowadays new technology offers us a choice - to sit in front of the TV zapping from channel to channel in search of what someone else have chosen to show us tonight or knowing what we are interested in up to the point where we know that the precious 1 hour of free time we have tonight we would like to invest in the fall - winter 2007-2008 fashion show of Dolce & Gabbana - because this is exactly what we would or knowing what we are interested in up to the point where we know that the precious 1 hour of free time we have tonight we would like to invest in the fall - winter 2007-2008 fashion show of Dolce & Gabbana - because this is exactly what we would like to see.

And it is becoming easier and easier to do that: be it on YouTube or Google Video – the consumers’ choice becomes to either face the TV screen or the computer screen – that simple. But then it is also a question between passively / reactively watching the programming choices of someone else or proactively knowing what we want and going for it.

I assure you that more and more consumers are going to treasure their time and become very careful where they invest it in. Are you prepared to encounter them when they make that choice?