The Atmosphere is The Idea

Fine dining restaurants don’t just serve food. They create an experience so you’ll feel a certain way as you dine. Sporting events design an atmosphere of excitement and frenzy to heighten the experience of the game. The Las Vegas strip is the epicenter of decadence and opulence, an atmosphere designed to draw people from all over the world to the middle of the desert.

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Better Storytelling Through Chemistry

Moving an audience isn't easy. If it was, everyone would do it. But even though it can be difficult, that doesn't mean it has to be complicated. In fact, many of the most effective storytelling techniques are actually simple, neurological hacks.

Let's take a look at three primary chemical agents of motivation and how storytellers provoke them.

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The Transaction is the Reward, not the Goal

I recently had the privilege to address FreemanXP’s creative staff in a Hangout. Creative Director John Jaeger and I mused on the topic of selling ideas, and how important this skill is for creative staff at marketing agencies.


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The Ketchup Popsicle and the Woman in White Gloves

Imagine me, at 17 years old, pulling in to the parking lot at work: a local Tex-Mex restaurant. I leap out of my Chevy Blazer (complete with subwoofer, of course), frantically tying my apron around my waist as I dash into the daily team meeting. (The meeting started at 10:00 am. I slept 'til 9:53.) In these meetings, sales techniques and results were common discussions, as it's when we learned of the restaurant's "daily specials," a.k.a. fish that needed to be cooked before we had to waste it.


"Man, you guys shoulda seen Nathan yesterday. He coulda sold a ketchup popsicle to a woman in white gloves," boasts our shift manager.

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Why Good Presenters Will Never be Replaced by Robots

We live in a world of distractions. Studies show the average person spends more than five hours a day on mobile devices, and there are more than 2.7 billion smartphone users across the globe. In addition to the proliferation of digital technology, we now also live in a world full of artificial intelligence — a thing that used to seem like the stuff of science fiction movies. In fact, by 2025, experts believe the AI market will be worth more than $100 billion.

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