"Awareness": Chock Full

Understanding? Awareness? Hah!

What did your work for Nestlé look like?
It was really to tell them, for example, that the Japanese don't have a first imprint of coffee. What first imprint they have is tea. And so when you go into this category, in what we call taxonomy, mental taxonomy, it's like a mental category they have, and you cannot compete with this category. So you have to create the category. And so we started, for example, with a dessert for children with a taste of coffee. We created an imprint of the taste of coffee. And then we acknowledge the Japanese want to do one thing at a time, and the Swiss understood that very well. They start with this kind of a product. They start selling coffee, but through dessert, things that were sweet, get the people accustomed to the taste of coffee, and after that they followed the generations. And when they were teenagers they start selling coffee, and first there was coffee with milk at the beginning, and then they went to coffee, and now they have a big market for coffee in Japan.

From an interview with Clotaire Rapaille

on the Frontline report, The Persuaders.

Let s/he who is without external conditioning cast the first claim to free will.