"Anti-marketing is not the exact opposite of marketing. It's more like a rebellious cousin!"

1. Shift from Profits to Principles:  Surface values are about projecting an image, lived values demonstrate a commitment to genuine principles and create a positive impact on the world. Anti-marketing rejects using surface values as a marketing tool and champions using lived values as a guiding force in every decision, action, and interaction. 

2. Shift from Hype to Authenticity:  Embrace limitations and imperfections- Antimarketing acknowledges that no product or service is perfect. It's about being upfront about limitations and focusing on continuous improvement.

3. Shift from Passive Consumer to Active Participant:  This embodies the idea of co-creation, where businesses engage in genuine dialogue with customers and encourage them to contribute to product development, content creation, and brand building.

4. Shift From Transaction to Interaction:   This refers to creating valuable experiences that extend beyond the point of sale. This emphasizes ongoing engagement to build lasting relationships. Frequent, meaningful interactions that foster loyalty, generate data, and provide opportunities for continuous improvement.

5. Shift from Competition to Collaboration:  Instead of viewing other businesses solely as competitors, this involves exploring opportunities for collaboration and partnership that can create a more vibrant and sustainable marketplace.