Today''s world offers extensive opportunities for truly worldwide development but it is not progressing evenly, therefore each company has to search for competitive advantage. It''s no more truth, that customers determine a trend, style of life or a fashion. All over the world a customers are purchasing some products, influenced by several factors: necessity, fear or fun. Recently the factor "fun" always overrides "fear". Modern companies are aware of those facts, therefore psychology of customer is powerful and well-developed tool of influencing "customers needs", which de facto means a governing of the fashion by several companies. Certainly, it''s a dream of each manager to reach such a position for his or her company to shape a fashion or style as: Dell, Microsoft, Apple, Toyota, Nokia, Benetton, Nike, Dolce & Gabbana, etc. Solely laser precise projects in combine with ambitious and forceful management could be successful.