Human action drives marketing. 70% of human action is driven by fear. 99% of the time, this fear is irrational. Contrived, exaggerated and overblown by the human mind. This nameless, unreasoning, unjustified terror paralyzes the effort to convert retreat into advance. Fear impedes. Fear coerces. Fear spreads. Fear is the oldest and strongest emotion of mankind. But remember, fear is a pendulum. While it numbs the mind, its potential energy can also emancipate the mind. In a moment of peril, fear triggers fight or flight. In the world of marketing, far too many companies choose flight. They choose to run. It is the safe approach. Comfortable, familiar, routine. Join us in the fight. Be Fearless.