In order to properly identify who the WHO are, you must identify their main behavior points. There are four in all: Identity, Engage, Mechanics, and Technology. These pieces all exist within CULTURE. CULTURE shapes our values, needs and standards. CULTURE creates unwritten rules, expectations and emotional reactions. CULTURE is also shaped by history and helps to develop future trends. This information is necessary to create a complete picture of who people really are and which of their needs must be fulfilled in order to create a meaningful experience.