This 3-min video gives the highlights of the Mobile Formula, the 3 rules behind successful mobile products. We so identify with our mobile products that we expect from them what we wish for ourselves: an attractive body, a meaningful life, and increasing competence and ability. So the Body Rule dictates that mobile products must appeal to our sense of beauty—but beauty in a mobile world is both similar to and different from what it means offline. The Spirit Rule says mobile products must help us address our deepest needs, both as individuals and as members of communities. And the Mind Rule explains that businesses that want to succeed in mobile need to continually analyze the user experience and use that data to refine and improve their products. Find out more at www.scmoatti.com.