Water is free and of high quality in much of the developed world. But the developed world is exactly where the majority of the bottled water is consumed. In the US alone, we spent $11.8 billion dollars on bottled water in 2012, each person drinking an average of 140 liters. The price of packaging and water are minimal, so what exactly are we paying the rest of the money for? The answer is that much of the value is tied up in the intangible emotional elements, the brand, the story, and how it makes you feel.
In the Western world, most individuals run their lives focused solely on meeting their financial needs, and most organizations are making decisions solely from their P&Ls. Traditionally, there’s little or no value placed on these intangible elements and emotions, even as they become more powerful and valuable every single day. The creatives and marketers responsible for harnessing these elements are constantly under-resourced and ignored solely because what they do can’t be easily valued, explained, seen, or touched. But in the modern market it’s the creatives and marketers who have the ability to change the performance of a business purely by using their imagination to create the products, experiences, and stories that captivate an audience.
But this shift in power isn’t limited to organizations or groups; the same truth applies to individuals. Once we’ve met our basic needs—safety, security, sustenance, and shelter—it’s those same emotional elements, not material wealth, that determines our level of fulfillment or, as some may call it, our personal success. This parallel truth—that unbelievable achievement and lasting fulfillment for both individuals and organizations comes from the understanding and harnessing of the intangible emotional elements of life—is the thesis of this book and my life’s work. When you apply this principal to your life or business, you’ll be taking the most important step you can toward creating an impactful existence in the modern paradigm.
Welcome to the journey of unleashing your most powerful self.
Welcome to the Age of Ideas.