The volume & density of NOISE seem to have been the dominant parts of the discovery process for some time now. We choose what we choose generally based on how often we hear ourselves being told to make that specific choice.
Everything becomes about level of spend and placement when it is all about how much noise you can generate.. And when it is about noise, everything really stops being about choice, but something much closer to just impulse. But what would happen if we started valuing certain voices over others? What would happen, if we committed ourselves to choices, and worked to reduce our impulses?
