For [target customers] Who are dissatisfied with [the current offerings in the market]. My idea/product is a [new idea or product category] That prov… - Oren Klaff

That eureka moment has been carefully planned and programmed to deliver an insight at exactly the right time. When you put the pieces together before the detectives do, you feel smart, happy, powerful, and in control (exactly the emotions needed to motivate you to buy some canned beer, frozen pizza, and extra-soft toilet tissue). And you tune in next week so you can feel that way again.

So you guys are asking me to delay the start? Okay. I can give you 15 minutes to get organized. But if we can’t start by then, then let’s just call it a day.

Every social interaction is a collision of frames, and the stronger frame always wins. Frame collisions are primal. They freeze out the neocortex and bring the crocodile brain in to make decisions and determine actions.