I think that most of us like to think that we are deliberate, thoughtful decision makers. In fact, when asked, most people would say that the changes that they initiate in their own lives go something like this; analyze, think, change. When that does not compute with how we actually make change happen. It turns out that a great number of us actually make change happen in this way; see, feel, change. This means that for most of us, we notice something, we turn it over in our mind, we get a feeling about it and then we act. We do not read up, study, and survey before thinking and then finally after all of the deliberation has come to an end, make a change. We do not work this way at work. We do not work this way with our personal lives. We are a feeling culture. Why do we so love apple products? They are cool and pretty. Why do we have brand loyalty? We identify as a certain kind of person. I have an iPad in a black case, wear Levi’s and use Listerine, which is totally different from my friend who has a Samsung Galaxy in a blue case. Wears Seven’s and uses Scope. The decisions, choices and changes that we make are each a part of who we are and this is why advertisers, marketers, and analysts are always trying to track us, our buying history and even our likes on Facebook. We like to think that we are each individuals but, we can be grouped and sorted just as Easley and every time that we make a choice, we are further defining the person that we are. Do you own a motorcycle? Do you find motorcycles dangerous and scary? Are you a season ticket holder for an athletic team? Do you shop at the GAP, Kmart, North Face? Who is your internet provider? What kind of dog/cat do you have? Where do you eat out, get coffee, drink tea? All of this means something and it can even predict the place that you live, the people you hang out with and generally the person that you are.