First of all you look at the performance of a particular product within its whole business model. You look at two things—which aspects of a product add value to a brand, in terms of experience? And which aspects of a product add value in terms of financial value?

They are not often homogenous. Some aspects add a lot of value in perception, but they don't make a lot of money. For example, with us it’s the web trend map. We don't make any money with it, but it helps a lot for the perception of whom we are. The Web Trend Map hangs in a lot of big tech companies like Google or Twitter, and of course that brings high value. So you need to discern clearly between what is important financially, and what is important in terms of brand perception.

Oliver Reichenstein.