Always armed with a pen and something sharp to say, James was the perfect victim for What The Luxe’s first video episode. He and Anant begin by debunking innovation myths and misconceptions surrounding the U/HNW cohort before moving through the subjects of status, digital assets, healthy friction in the customer experience, the importance of rewarding behaviours, creating ritual and the industry’s tendency to conflate observation with insight – punctuated with subtle innovation anecdotes and valuable case studies.