Once such emotional engagement has been created - demand will always follow - yet one could say the "side product of your effort is demand" the primary purpose is to create love.

Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.

If we define value as emotions - and emotional engagement...i.e. love!

Brands must make use of the inclination of consumers to be persuaded by friends.

Placing a wedge of lime in the neck of a Corona bottle helps sell those beers. And where did that ritual come from? One story has it that two bartenders in California were curious how fast a ritual could spread. Astonishingly fast, they discovered.

New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.

Word-of-mouth is powerful, trusted, and cheap.