“And Who Wants To Be A Millionaire? went on to pull in bigger audiences than EastEnders. And it only happened because Paul Smith stopped expecting his client to understand his idea rationally, and got his client to feel it. Because that’s where the sell happens. Paul Smith moved the sell from what Kahneman calls System Two thinking (the slow, rational mind) to System One thinking (the fast, emotional mind). As in any sell, desire must precede permission”