Marketing guru
Chris Garret (h/t
Guy Kawasaki) presents a ten-point plan for getting your message across. We like number eight:
#8: Appeal to Primitive Instincts
Observe the newspapers. They sell ... fear because that’s what people respond to... If you’re having trouble being heard, try turning your message into a warning ... emphasize the dangers.
DoF strictly adheres to this principle. We believe that our approach can be profitably applied by major corporations and throughout local, state, and federal governments.
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Dr. Rebecca Wolf
Undersecretary for Community and New Media
United States Department of Fear