The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market

19 Screaming World Changes

	Sometimes a scream is better than a thesis.
	--Ralph Waldo Emerson, Journals (1836)

I tend to like screams. They are short, to the point, and full of energy. I scream for excitement when I see a friend that I haven’t seen for a while, or when I am thrilled about the outcome of a ballgame—especially Duke playing basketball. A scream reflects the energy and the passion of the person’s inner being. (We all know that screams can be made when you are scared or frightened, but let’s focus here on the screams we make due to our energy and enthusiasm.) When I began this book, I wanted to focus on new techniques in the marketplace. As I interviewed more than 50 people, the common message from all of them ...