When most folks talk about “targeting,” they mean selecting who they are aiming their messaging at. When Emotional Context talks about targeting, we mean defining what it is that really matters to your customers. (If you get this right, they will find you!) One example was a pharma research, with a new pediatric antibiotic. The clients defined five different “features” (or attributes) of the medication, so we went looking into

The conscious mind requires effort, but the unconscious mind is constantly at work to make sense of the world and to be prepared for instant decisions. When a saber-toothed cat appeared in early man’s peripheral vision, he did not spend a lot of time contemplating his best options. He instantly reacted with the best information he had at that point from all his past experiences that might relate to the

Look at the two lines above and ignore the chevron – arrow shapes connected to them. Which is longer? Take a moment to be sure. Okay, now measure them. Which is longer? So now you KNOW which is longer, right? Neither. They are the same. This is a famous optical illusion that you have doubtless seen before. So you REALLY know they are the same. But … how do they