Usher: “I’ve experienced a period of growth in my life over hte past few years, my success had lead me to re-evaulate certain things in my life and I want this next fragrance to reflect that change. My customer demographic should be inspired to take their place of power in society as something other than a consumer—to feel like one person has the power to be important and offer something of real value to others; inspiration to volunteer, expand knowledge, experience a new perspective and develop a life-long sense of compassion and community. Maybe a blend that reminds people of building houses for the poor, cleaning-up the oceans, developing green technologies that can be easily used in places where people don’t even have clean water to drink. Oh–my flight leaves in 20 mins., get back to me on that!”

Marketing director, development managers, personal reps: “Yeah, we’ll do that, Usher! Have a safe trip!…(hushed) Ok. So, we’ll do something that makes people think of flashy clubs, bling and hard liquor. Who’s with me, here?!”