Seven GIANTS :

In some twelve thousand in-depth interviews for more than a hundred clients in over thirty countries, seven deep metaphors have surfaced with the greatest frequency in every sector- finance, food, transportation, and so forth- and in every country, regardless of the research team.

People who otherwise differ in cultural background, age, gender, education, occupation, political values, consumer experiences, basic beliefs, religious preference, and almost anything else we can name share these seven giants. Click on the numbers to explore:

Resource :

How Acquisitions and Their Consequences Affect Consumer Thinking

We need resources to survive. We would die without food and water or a nurturing adult in our infancy.  Our family and friends are resources who support us in tough times and serve as what singer-songwriters Simon and Garfunkel called “a bridge over troubled water.” In fact, all our giant deep metaphors- our mysterious tunes- populate the songs and other expressions of popular culture around the world.  Products and services are also important resources: a woman refers to her cell phone as her “lifeline,” and a man describes motor oil as his truck’s “lifeblood.”  Companies also think of their product offerings as resources.  For example, Dell may make MP3 players and other gadgets, but its “bread and butter” is the computer.  We find resources in nature, manmade creations, or both: a natural athlete hones her skills and deems bottled spring water more healthful and enjoyable than high-calorie soft drinks.  Knowledge and information are other vital resources.  An intelligent person is a “fountain of knowledge”; gaining an education is the “key” to one’s future.