“A customer will feel that something is not quite right but he can’t put a name to it or explain to someone else what the problem is. You might go to a show and like one guy’s chairs but you aren’t interested in buying one; but then you walk into another person’s display area and you fall in love with a piece. That difference, even though it’s difficult to explain or to put it into concrete language, is important; we know it and recognize it, but we can’t quite put a name to it.”