4.4 Rate of depersonalization
The Expert Orientation is the first and last personal Business Orientation. Beyond this point, Business Orientations gradually shift toward depersonalization, reaching its peak in the Commodity Orientation.
The Product Orientation, in particular, often resists this trend by personalizing its products. This is why famous individuals or attractive faces are associated with products as their personal representations.
However, the use of personal representation in business stops at the Commodity Orientation—no celebrity serves as the official face of rice or corn.
