If you have an hour to spare, watch this talk or listen to the podcast from magician x marketing consultant Ferdinando Buscema (I listened at the gym this morning).
He says three things that are absolutely brilliant:
"What we see and how we see it depend on the arts that have influenced us.” --Oscar Wilde
"Any company that wants to thrive and survive profitably better devote some energy to the creation of an experience which is engaging, immersive, pleasant, and meaningful.”
He also borrows a military term to describe the world we live in today: VUCA — Volatile, Uncertain, Complex and Ambiguous. He argues, as I do, that leaders and marketers have to be able to relate to consumers who are immersed in that way of thinking. Influencing perspectives and behavior is much less about command and control and much more about going with the flow.