He is the sober, cold light of day that reminds us that no matter how 'inspired' last night's conversation in the pub, we've now actually got to something about it.
Neuroscientific research indicates that it becomes increasingly difficult to break out of our existing mindsets. Fortunately, however, it is still possible to train our brains to think differently without either dropping acid or traveling to India. (If you've read Steve Jobs' biography, you'll understand.)
The business of marketing is being driven by two seemingly contradictory impulses. Marketers know painfully well that engaging consumers is not only what you know, but how you express it.