There has never been more tools, technology or creative thinking around how to connect with the consumer. Today, we are building a vast array of habitats inside a single eco-system that is completely connected by software, promotions, technology, data science and we don’t care where the consumer enters, it can be in any of these habitats on the customer journey. 

In other words, you need to make people feel before they think and act on something. We are storytelling animals and we start developing our understanding of stories through fairytales and role play during our childhood. This continues throughout our lives, as we become professionals, whether you study law, medicine, business or engineering. Regardless of what you are selling, I think that we are all in the business of moving hearts and minds.