In recent years, marketing’s models of human behaviour have been mostly naive or self-interested. Every discipline (advertising, DM, online, sales promotion, PR, design) has simply created a model of human persuasion designed to suit whatever proxy measure their own discipline moves most. Just as troublesome, these models date from a pre-digital media age, where commercial communication was largely one way and occurred at the behest of the advertiser, not the consumer.

Why am I going to read a five-page New York Times article on Singaporean food when there’s some unpaid nerd blogging about it, especially when that guy made eating his life’s work?”

I came to a realization that “being found online” was not just about “textual content” anymore but that video was the new ”teeming hotspot”. The latest generation don’t so much as read but “watch videos”