Talk II

"This is their oasis." I continued "They're picking tribes here, having fun, socializing. And you?" I pointed at a baby-faced MBA student in the front row. "You're the weird chaperone trying to sell a Shampoo at a rave."

"Want in?" I advanced to a slide of Axe body spray's Bom Chicka Wah Wah campaign. "Don't sell deodorant. Sell the idea that spraying this chemical garbage on your pits makes you the guy who crashes prom with a motorcycle. Is it true? Who cares."

A graduate student raised her hand. "Isn't that manipulative?"

"Yes," I said. "Next question."

More laughter, looser now.

I clicked to the next slide showing Google's AdWords homepage. "Look at this," I continued. "Google AdWords is like a slot machine—every click is a gamble. It's about creating a sense of urgency. Messages like 'Don't miss out' or 'Last chance' make you act quickly because you fear being left behind."