We have only just scratched the surface of our potential -- like icebergs at least 98 percent of our emotional and intellectual awareness occurs 'under the surface' in the murky depths of the subconscious mind.

In anticipation of selling a company, it may be advantageous to identify new market needs and have a number of attractive opportunities in the development pipeline to sweeten the deal.

To contribute to post-recession economic growth means paying attention to the methods that will allow organizations to create customers, shape markets, and alter consumer behavior.

Sustainable competitive advantage comes about by developing innovations that solve consumer problems -- innovations that shape behavior and create new markets.

If I asked you for the last two digits of your social security number, then asked you whether you would pay this number in dollars for a particular bottle of wine, would the mere suggestion of that number influence how much you would be willing to spend on wine?