Advertisers are not thinking radically enough - they look for technology to lead instead of trying the neuroscience approach and thinking about what parts of the brain haven't been activated before. These new experiences bring new capabilities to the brain.
“I played a lot of sports when I was a kid so I get in that ballgame mindset of being really, really respectful, but at same time saying to yourself, 'Don't back down a single inch, hang with these guys if you can.' If they throw it high and tight you have to stand in there, you can't take yourself o”
“The soldiers that didn't come back were the heroes. It's a roll of the dice. If a bullet has your name on it, you're a hero. If you hear a bullet go by, you're a survivor.”