Martin Lindstrom is telling about the brilliant single-serving-concept, introduced in the Philippines capitol by the Swiss Nestlé company a few decades ago. The whole idea is to offer small amounts of various products like coffee, tea, perfume, chocolate and so on for the costumers to buy, even if they have only little money in the pocket. The estimate is, that between 30 to 50 percent of the market across the Asian Pacific is in the hands of single-serving-products. Big is not so beautiful anymore, small is suitable! He informs you about Hyundai’s buy-back-guarantee, a concept for car producer to stand up against the economical crisis and finally Lindstrom encourages to come closer to the audience in order to understand more about how they change their willingness to buy – the purpose is to be at front edge and in this way adapt the brands to the different costumer behaviour in the market