This story is wild. A hypnotist once ran an experiment on two of the world’s top advertising executives. • He picked them up from the airport • Drove them to a room • Asked them to create a completely original campaign concept He asked them to come up with the branding for a pet cemetery. They spent 8 hours brainstorming. At the end of the day, they proudly presented their idea. It was exactly the idea the hypnotist had predicted in advance. Exact graphics, name, and everything. Here’s the part most people misunderstand: He never told them what to create. During the drive from the airport, he casually primed them. • Throwaway comments • Kids walking across the street with shirts • Certain Billboards • Words slipped into conversation • Visual cues they passed • Nothing obvious...