The tough economy is making NEOs even more NEO. By every measure they are placing an even higher value upon the unique, the authentic and the individual, while more than ever shunning the mainstream with its loud and bold offerings. It comes back to the two planets. On the NEO planet, the unique individual restaurants are full, businesses are thriving (as long as they know what to do with NEOs, which unfortunately many don’t) and NEOs are actively spending on travel, experiences, products, services and investments. On the Planet Traditional the economic realities are biting hard, even though many Traditionals still have plenty of money. They just aren’t going to spend it unless they get an exceptional deal, far better than you might be able to give them. You’ll see many Traditional businesses closing down. Traditional real estate projects are selling only at exceptional deals at auction or in foreclosure, Talk to Traditionals and they’re scared and concerned. Talk to NEOs and they’re positive and looking forward optimistically.