Rory Sutherland Rory Sutherland

The allure of ‘delight qualities’

issue 12 November 2022

If you were to ask which single business concept deserves to be more widely known, I would be hard-pressed to find a better answer than the Kano model. Developed in the 1980s by Dr Noriaki Kano at the Tokyo University of Science, it is not only self-evidently true, it also provides a simple framework to explain much that is wrong with modern life.

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