John Gafford

So when you hear that through the phone, I don't care who it is, you're immediately just conditioned to go telemarketer.

It's the first thought that hits your brain.

And I make that point when I give that talk and walk out and I said, hey, odd question.

Did anybody in here almost die this morning?

And no hands go up and I go, I beg to differ.

I think all of you almost died.

And they're like, what are you talking about?

I'm like, did you drive here in a 4,000 pound death machine that was going 65 miles an hour, probably five feet away from a bunch of other 5,000 pound death machines coming the other way.

And all it would have taken in one moment is one person to swerve over and you'd have been dead.

but your brain has just pattern recognized.

I said, listen, that's okay.

That's not going to happen.

And that's what your brain does.

The old brain, I guess, does is it recognizes those things because otherwise we would just walk around all day like, ah, ah, waiting for a rock to fall on us all the time.

So we start to see those things.

Well, the first thing that comes to mind with me is Pepsi.

Every 10 years, they have to redesign their logo and redesign everything.

And God knows how much they pay those firms to do it.

I saw a thing one time where it was like they pay millions of dollars for these marketing firms to do these rebrands.

Yeah, no, it does.