---
id: "entity-spotify-d5"
type: "entity"
source_timestamps: ["§ Match the mood"]
tags: ["brand-example", "mood-matching"]
related: ["concept-emotional-context", "action-match-emotional-tone"]
entityType: "organization"
canonicalName: "Spotify"
aliases: []
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-foci-66-customers-willing-try-new-tech"
sourceUrl: "https://hbr.org/2025/11/research-when-are-customers-willing-to-try-a-new-technology"
sourceTitle: "Research: When Are Customers Willing to Try a New Technology?"
---
# Spotify

**Spotify** is cited as a brand that successfully matches [[concept-emotional-context|emotional context]] by curating playlists based on the user's *mood* — demonstrating how to align a product offering with the consumer's mindset during [[concept-found-time|found time]] (see [[action-match-emotional-tone]]).

It embodies the 'What mindset are they in?' discipline (see [[quote-match-the-mindset]]) rather than merely asking whether the consumer has time.

**Enrichment context:** canonical at *spotify.com*; heavily markets mood-based playlists (e.g., 'Chill', 'Focus'), a clean illustration of emotional-context matching.