“The way nations and societies make up their minds in the modern age has much more to do with mass advertising than many of us purists would like, but that’s the reality,”

Al Gore, NY Times, 13 July 2007

Vivid images with dramatic scoring and resonant voice-overs that speak to the tribal mind—our need to belong and for the experience of safety—bypasses our conscious and rational minds. These vivid, visceral experiences elicit deep recognitions in our repetilian brand—our brain stem and limbic system. Once activiated, the experience locks in; it becomes a reference experience and energized "filter" for all new inputs. And very difficult to dislodge or reframe.

Market makers of really disruptive innovations understand the tribal mind, distilling complex, multidimensional value propositions into a single demonstration of need and relief. Successful market-makers use all the tools of dramatists and storytellers to make a simple, visceral point: you belong; join us; spread the good news.