ABSTRACT
Fifteen years later, the results of this fateful decision are staggering. The “Priceless” campaign appears regularly in upwards of 110 countries. Hundreds of TV commercials in dozens of languages have aired. A public offering of MasterCard was highly successful, and now MasterCard represents a formidable rival to Visa; it’s come a long, long way from a brand and a company teetering on the brink. All this resulted, I believe, because of people’s ability to understand what lies in
another’s heart and to connect to it. Over my span of years in the advertising business, I developed the ability to step back and see the patterns, and they are clear to me. When you can see, with x-ray clarity, the deep, visceral, emotional motivation that lies in the heart of your audience-the hidden agenda-you can move mountains. Businesses are won and followings created by simple acts of human empathy. When you can see past the surface and unlock the emotional desires of your prospects, the world is your oyster.
