I often wonder if everybody feels that sense of gravity, a pull towards something, but for different things. A natural gut sensation.
I often wonder about this between bouts of wondering if people feel anything any more to begin with. Whether we have over rehearsed and fed back through culture the moments of life we are supposed to feel and do.
Many brands aim to create a sense of gravity or "own" an emotion. Absurd.
Many smart brands align, probably more by chance than planning, with people's sense of gravity for something. Maybe it is as simple as wanting to feel like a good parent by keeping a clean how or as exciting as feeling part of a liberated generation able to express themselves all night thanks to fuel from Red Bull.
Many smart media also, though just as likely through chance than planning, align with a human's gravity. A gravity not to miss out on a shared cultural experience (such as 80% of Canadians watching the Gold Medal hockey game) or a gravity to feel your life answers the eternal questions such as 'why do we exist?' To update our Facebook status naturally.
You look at Leadville and the participants who are just average Joes or the make up of an elite champion and they share an internal drive. A drive with many external expressions but at the end of the day, that internal gravity, one the fanciest focus groups and brain scanning technology has yet to decipher, is what drives us to do and be what we are.