What is important here to note is the hierarchy of these three levels; emotions are at the top because emotions guide the way you use the knowledge. So we would put the arrow describing that emotions guide the way you are using your knowledge, knowledge guides and gives us the guidelines how to act.
On the company’s side we have exactly the same situation. And what happens here, this is what we call the moment of truth. That is the place where the actions from the customer side and from the company side take place and the production of the value for both the customer and the company.
