I walked past an airport kiosk selling Bose headphones and speakers. A “new” sign hung under one item. The Bose representative sat in a chair fully immersed in an ebook. Metallica blared from the speakers. The music and “new” sign were going to be responsible for any sales today. The salesperson was too caught-up in something more important.
Branding an item as new does not mean people with spring into action. We must connect and provide significance before real and meaningful interactions can take place.