Glory, Joy, Power, Bravery, Desire, Intensity, Chill - these are the seven elevated emotions that customers are crazy about. Born from the seven deadly sins, they carry their emotional power but without the destructive effects. In times of scarcity, they are a crucial driver for commerce, as buying is never just about consumption; emotions are always involved. They symbolize what consumers want to experience: culture at the highest emotional level, nature experiences that change our lives, lifestyle presentations that connect products with genuine, profound experiences. Christian Mikunda reveals the fascinating system of elevated emotions and illustrates with numerous examples from around the world how to successfully offer consumers this welcome temptation.