Embracing ‘The Dreams Come True’ Business

• A dream come true is a complete moment in the life of a client. Important experiences that tempt the clients to commit substantial resources. The essence of the desires of the consumer. The opportunity to help clients become what they want to be.
• We shape our stories, and then they shape us.
• GET INTO THE DREAMS COME TRUE BUSINESS…. THE INCREDIBLE STORIES BUSINESS

The Call to Adventure

We are still mired in Old Economy, Old Product Thinking. But we must – all of us – take pages from the likes of Louis Vuitton – and come to grips, ‘strategically’ with the fact that Winners will be …. Masters of The Dreams Come True Business.

QUEST I imagine

Totally ‘Insane’ Schools… Workspaces…. Enterprises… War- Fighting approaches. Permutations and combinations providing something so, so far beyond services (‘Impossible – Turned – Possible Legends’)

DREAMS COME TRUE

I love the Dreams Come True idea. That idea is a big stretch for many entrepreneurs, compared with our normal ‘business’ way of looking at products and services. And yet perhaps we can stretch our minds even further. Much further?

The stakes are high….. billions upon billions of euros.

So ….. next vocabulary s-t-r-e-t-ch: Dreams Come True

Now, that word/idea far exceeds our comfortzone. The power of ‘Dreams Come True’ is tremendous. The ultimate goal of customers is their dreams come true. The Dreams Come True story fascinates me some 25 years now.

Dreams Come True products.

Dreams Come True value.

Dreams Come True guidance.

Dreams Come True coaching.

Consider very careful the following statement ‘A dream come true is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the consumer. The opportunity to help clients become what they want to be’.

What marvelous story! ‘Complete moment’. ‘Tempt’. ‘Commit’ ‘Essence’, ‘Desires’. And summing it all up: ‘the opportunity to help clients become what they want to be’.

If you are not sure you fully understand all of those words related to your business. You think you ‘sort of’ ‘get’ them. I suspect that if you did understand them fully… you would …..gasp.

Yest the right word: gasp!

ADVENTURES iN ….’THE DREAMS COME TRUE’ BUSINESS

The Dreams Come True Business: Touching the client’s dreams

The Dreams Come True Business: The art of telling stories and entertaining

The Dreams Come True Business: Promoting the dream, not the product

The Dreams Come True Business: Building the brand around the Main Dream.

The Dreams Come True Business: Building ‘buzz’, ‘hype’, a ‘cult’

Financial data demonstrate … clearly….. that ‘The Dreams Come True’ products provide (along with happiness to customers) returns to shareholders that are miles and miles beyond the returns from ‘common’ products.

This is not pie in the sky. It is a ‘business message’ deliverd by a practical entrepreneur who has created and enhanced some extraordinary companies. I think this story is well worth listening to – especially in the light of the fundamental arugment I attempt to develop in this journey. The Fundamental Argument about Totally New Sources of Value Added… in a Totally New Economy.

LV invests in elite artisan academies worldwide, training apprentices for 1-2 years in rare techniques like trunk-making, blending tradition with innovation (e.g., monogram canvas since 1896). This sustains “savoir-faire,” with staff as highly paid experts, fostering loyalty and precision unmatched by competitors

LV crafts desire via celebrity collaborations (e.g., Supreme, Virgil Abloh), clienteling (personal shopper relationships), and experiential stores—no third-party sales, only owned channels. This positions LV as a timeless status symbol, countering fakes aggressively while balancing mass appeal with rarity.

LV’s decentralized-yet-integrated model under LVMH empowers autonomous “Maisons” while owning production from raw materials to boutiques, ensuring unmatched quality (e.g., artisanal leatherwork with lifetime durability). They destroy unsold items to maintain scarcity, never discount, and limit purchases per client—driving €21.9B revenue in fashion/leather goods alone via 65%+ margins

PROJECT: MAKE DREAMS COME TRUE

I hope to sign you up! I hope that you’ll play with (right term) the ideas in this journey and consider applying them to your current project.

(In finance.)

(In purchasing)

(In HR)

(In Engineering)

(In IS)

Here is your call to adventure: REWRITE THE STORY OF YOUR PROJECT. DO NOT REST UNTIL THAT PROJECT PASSES THE TESTS OF IMAGINATION UNTIL YOU HAVE TURNED YOUR COURSE INTO A Hôtel Madame Rêve TRAINING COURSE, THAT BUSINESS PROCESS INTO A Hôtel Madame Rêve BUSINESS PROCESS

Think about a staff department in your company. Shouldn’t its ‘training course’ Radically Change the Life of Every Participant?

YES. (DAMN IT)

Shouldn’t the next ‘business process reengineering project’ be an … EXERCISE in MAKING DREAMS COME TRUE?

YES. (DAMN IT)

Why bother with a project unless it is a Dreams Come True Project… unless, that is , it will Dramatically Alter the Perspective of both Designer-Provider and User-Client?

Key words: DRAMATICALLY. ALTER. PERSPECTIVE.

Hôtel Madame Rêve stands out as Paris’ top hotel aligning with my “Dreams Come True” idea, focusing on fulfilling guests’ dreams through immersive, artistic, and experiential hospitality.​ This luxury hotel in the 1st arrondissement transforms a historic post office into a modern dreamscape with 800 works of mail art across 82 rooms, rooftop terraces offering 360-degree views of landmarks like the Eiffel Tower, and a design ethos celebrating creativity and community. It invites locals and travelers alike to co-create exclusive experiences rooted in Paris’ artistic heritage, echoing the storytelling approach to turning personal dreams into legendary careers and stays.

Key Dreams Come True Features

• Vertical gardens, contemporary dining, and frescoes by artists like Jacques Villeglé for sensory inspiration.
• Exclusivity through shared tastemaker spaces rather than isolation, fostering joy and connection.
• Location near Louvre and Le Marais for seamless dream-chasing in fashion, art, and culture.

THE DREAMS COME TRUE LOGIC

Here is some specific advice for those who seek to turn their project team into a ‘Dreams Come True’ team:

• Maximize your value added by fulfiling the dreams of your clients
• Only invest in what is valuable for your client
• Don’t let short-term results weaken the long-term value of your brand
• Balance rigorous control of the financial endeavor with the emotional management of your brand
• Build a financial structure that allows risk-taking: NO RISKS – NO DREAMS COME TRUE
• Establish long-term ‘price power’ in order to avoid the trap of the commodity product
• Choose a Creator: the cultural leader who gives the company an aesthetic point of view.
• Hire eclectically: hire collaborators with different cultures and past histories in order to balance rigor with emotion
• Lead emotionally: engender passionate dedication through vision and freedom
• Build for the long haul: creativity requires a lifetime commitment.

Danone excels as a Paris-headquartered company deeply aligned with the “Dreams Come True”philosophy by prioritizing employee well-being, sustainable development, and shared value creation to fulfill human aspirations.​ Founded on Antoine Riboud’s 1972 vision of balancing business growth with worker happiness and planetary respect, Danone integrates happiness metrics into its culture, influencing French firms to value individuals’ joy through health-focused products and ethical practices. This mirrors the Dreams Come True ethos by treating customers and staff as protagonists in a narrative of sustained well-being, beyond mere profit.​

Key Dreams Come True Features

• Dual mission: Economic performance paired with “one planet nutrition for all,” fostering purpose-driven careers.
• Employee-centric innovations like flexible work and happiness indices, echoing Riboud’s legacy.
• Global yet Paris-rooted impact, promoting conviviality akin to brands like Pernod Ricard or Accor.​

DREAMS COME TRUE METRICS:

Measurements I recommend are:

‘Love at first sight

‘Design for the five senses’

‘Development to expand the Main Dream’

‘Design so as to seduce the peripheral senses’

Do you fully understand all of that? Ofcourse not!. But think about it. Think about an aspect of your business… a clunky ‘procedure’ say, yearning to become a dream-come-true. Then apply the first measurement ‘Love at first sight’.

Makes sense to me. For a product or service or solution. For a business process. For a training course. As well as for a new product or a new marketing campaign.

Next, rigorously apply the other Dreams Come True metrics…

Design for the five senses!

Expanding on the Main Dream!

Secude through the Peripheral Senses!

ONCE MORE: DREAMS COME TRUE

Suppose you saw your favorite athlete win on the Olympics in Paris. Or you saw your favorite soccer club win Champions League final in Paris against Paris Saint Germain. One of the popular measures in the business world of Quality or Customer Satisfaction is …. ‘exceeds expectation’.

OH HOW I DESPISE THAT

Ofcourse you don’t say, my, my, that accomplishment certainly exceeded my expectations’.

You scream!

You shout!

Adjectives of the most extraordinary nature rip the sky asunder!

This was an. … Extraordinary Moment. An … Extraordinary Event. (Dare I say it … win or lose … A Dream Come True .. to have attended.).

As I said at the outset, I am an …unabashed… Business Lover. I believe that our enterprises, public and private, can be…. Wildly Creative. I believe that they can provide Extraordinary Experiences … for our Employees…. our Suppliers…. our Customers.

I believe that ’emotion’ is ‘where it’s at’

I believe in ‘experiences’

I believe in ‘dreams’

I believe in ‘the pursuit of happiness’

I believe in stories. Extreme stories. Emotional stories. Stories that Engage You. That makes you … Take Off.

THE “FEEL” OF DREAMS COME TRUE: IF YOU BUILD IT …

If you get comfortable with words like ‘pursuit of happiness’ and ‘dream’ then you’ll get comfortable with other ‘un-business’ words like COURAGE.

AI is the most effective profit-killer on earth. It stimulates a TRUE FREE MARKET and a REAL free market is the most dangerous of marketplaces for companies selling THE SAME OLD STUFF. To those with COURAGE, free markets are great – they kill off the deadwood competitors who don’t have the Courage to Change – making way for them to LEVERAGE their DRAMATIC DIFFERENCE into profitable growth.

Hats off to…

SCINTILLATING EXPERIENCES

THE DREAMS COME TRUE MARKETING

DRAMATIC DIFFERENCE

HOT STORIES

CAPITAL LETTERS

COURAGE

And to hell with ‘cublicle slavery’

Dreams. Happiness. Entirely new possiblities. Incredible Imaginings.

I DARE YOU TO GET INTO THE DREAMS COME TRUE BUSINESS… THE INCREDIBLE IMAGININGS BUSINESS.

Will you take me up? Join Dreamers Un-Anonymous? Those Courageous Souls willing to Pursue the (increasingly Possible) Impossible Dream(s)?

DS Automobiles is Paris’s standout auto brand embodying the “Dreams Come True” ethos, delivering luxurious, aspirational vehicles that turn everyday drives into elegant adventures. Headquartered in the Paris region as Stellantis’ premium French marque, DS elevates mobility through sophisticated design inspired by Paris’ art deco heritage, advanced tech like adaptive suspensions, and bespoke customization options that fulfill drivers’ visions of refined freedom. This aligns with the dream-realization narrative by prioritizing emotional joy and personal storytelling over utility, much like Madame Rêve’s experiential hospitality or Danone’s well-being focus.

Key Dreams Come True Features

• Ultra-luxury interiors with Nappa leather, massage seats, and high-end audio for sensory delight.
• Electric models like DS 9 E-Tense blending sustainability with opulent performance.
• Concierge services and limited editions co-created with fashion icons for unique dream ownership.

WAS IS

Mere experiences Wild Imaginings and Dreams Fulfilled

Things done well Things not thought possible

‘It’s damn good’ ‘You can do it’

Pleased Elated

Suprised Stunned

Selling to customers Tempting customers

I’m not sure I need it I GOTTA HAVE IT. NOW

Ladurée is Paris’s most famous patisserie renowned for its macarons, where long lines often form outside flagship locations like the Champs-Élysées and Rue Royale shops due to their iconic status and global popularity. This historic brand, originating in 1862, popularized the modern double-decker macaron in 1930 with ganache fillings in flavors like pistachio, raspberry, and salted caramel, drawing crowds for their crisp shells, chewy centers, and elegant packaging. Visitors frequently queue for the luxurious tea salon experience alongside takeaway boxes, cementing its reputation over rivals.