The following is adapted from Marketing to Mindstates by Will Leach.
In 2010, I was a senior manager of marketing research for PepsiCo, working on the brand marketing initiatives for our SunChips brand. In my position, I got invited to a lot of conferences, most of which I couldn’t attend. But on a whim, I chose to attend the Future of Persuasion conference, mostly because it had a cool name.
I’ll be honest: I wasn’t expecting much. However, within the first forty minutes of the keynote speech, I realized that every aspect of marketing and marketing research was going to fundamentally change within the next ten years.