I think that by "personality" he means "story". Like, a cool story that you can somehow attach to the product. So when people see the product they also think the story. And then they think, "woah, what a great product!". (But what they really mean is "woah, what a great story!") I see this in the art scene. It's like the art-piece isn't enough for people. They want an artist's statement. A philosophy. Who made it, wh…
Without cultural context, you might as well be looking at a mysterious ancient artifact from a lost civilization, or maybe procedurally generated random content from a video game. It's nice when you can get the joke without it having to be explained to you, but that just means you share enough culture to get it, where a foreigner wouldn't. It doesn't mean you're smarter, it means you happened to have the education ne…
We've got this weird situation where people can't just look with their eyes and hear with their ears. For them it's all about thinking. They want something to think about. They want a story/joke/explanation. For them the action is all in their head.