Editor's note: Chris Arens is the host of the iMedia Brand Summit.
I'm sure most of you have heard that there are two sides to every story, or that for every positive there is a negative. For some of you who enjoy pontificating on paradoxical challenges such as these you might have surmised that our entire world is made up of opposing forces. Think about it a battery has a positive and negative side, volume up (+) volume down (-), temperature (I mean why is Kelvin not just "0" rather than -273.15 degrees?), and even basic numbers have a positive and negative attribute. Lastly, the Earth is controlled by two magnetic fields playing off of each other creating Poles (i.e. polar opposites). So given this dynamic and ever-present relationship with one another, I've come to realize that for everything in our world there is a seemingly positive and negative state - One man's heaven is another's hell!
Recently, I've been studying up on human behavior, and really all of us in the advertising and marketing world should always be brushing up on this subject matter. Through my studies though, I've found that our brains are attuned to creating efficiencies in our everyday... Read more