At the heart of Thunder 2 is the centrality of emotionally driven rapid decision making, and highlighting the relevance of goals and longing in developing brand strategies to help shape these split-second decisions.

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To illustrate this we offer two egg diagrams. One illustrates how small the part our conscious mind plays in any decisions we make. It all happens in the unconscious domain.

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Decision Making - Conscious and Unconscious Mind
Decision Making – The Conscious and Unconscious Mind

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The other diagram illustrates the “golden egg”, as illustrated in the header image – a recurrent symbol in world mythology, something that must be uncovered or discovered.

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The techniques of cognitive and behavioural studies do not lend themselves readily to this uncovering. Rather the “golden egg” is to be discovered as a result of a journey.

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Nor is it the case, as we will see (Thunder 9) that people can readily access this domain. It is not accessed by putting a group together and asking the respondents (traditional research methodologies). The route to longings is not linear.

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Knowing who you are is a good start and that then guides the way to preparing great stimulus. We will start to uncover how to tap into these deep longings in the coming Thunders.