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There's an overlooked but critical scientific fact that every marketing professional needs to know: Many decisions start with attention, and it's your job to grab the attention of every prospective customer as effectively as possible. But in this increasingly fast-paced, busy, and noisy world, how do you capture people's attention, much less persuade them?

Daniel Hill will never forget the day he heard these words: "Daniel, you may be white, but don't let that lull you into thinking you have no culture. White culture is very real. In fact, when white culture comes in contact with other cultures, it almost always wins. So it would be a really good idea for you to learn about your culture." Confused and unsettled by this encounter, Hill began a journey of understanding his own white identity. Today he is an active participant in addressing and confronting racial and systemic injustices.