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:

Control :

How the Sense of Mastery, Vulnerability, and Well-Being Affect Consumer Thinking

We human beings need to feel in control of our lives.  Sometimes we succeed, sometimes we do not.  When people “succumb” to a serious disease, they may feel “powerless.”  Or they may vow not to let “this thing ruin my life.”  When a lawyer rests a case, she may say the outcome is “out of our hands now,” whereas during the case, she may have vowed to “fight to the finish.” In our lives, we sometimes feel events “spiraling out of control.” When life is calm, we cruise on “auto pilot.”  We describe ourselves or others as “out of control” or “uncontrollable” with respect to habits or addictions, blowing our stack, having a meltdown, throwing a tantrum, or acting as a tyrant.  We may lose or regain bodily functions after entrusting ourselves to a surgeon, medication, or a physical therapist.  We speak of span of control and decision rights within organizations and of leaders gaining or losing authority.  We tame and train animals and feel at the mercy of nature. Social norms arise to control group interactions, and we imprison those who cannot follow these norms.